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Objective


To bring fun and creativity to the company culture, while promoting brand awareness.

Campaign Details


Inspired by the humor of the movie Step Brothers, the company created a spoof of the movie intended to shape company culture and brand awareness, and communicate the message that Goldstar is a partner that’s fun, creative and easy to work with. Delivering the message were the “Simplicity Bros,” two individuals who attended industry-related trade show dressed as brothers in matching costumes, like tracksuits and sweater vests. The Simplicity Brothers also brought cardboard cutouts to trade shows and offered custom boxes with official Simplicity Brothers merchandise to engage attendees. Promotional items included a Simplicity Brothers pen kit, socks and a towel, featuring the “brothers.”

Results


The campaign’s success has grown sales by over 56 percent of its targeted audience while delighting and engaging trade show attendees and clients.