Factor 3: Applied Creativity

AF campaign to target end users

  AF International, the leading UK-based computer and IT cleaning products manufacturer, has announced ambitious plans to increase the marketing effort behind the AF brand. Whilst historically AF's marketing campaigns supported its dealers and resellers, the new marketing strategy also involves creating demand from the end user market.

Group Managing Director Ron Jakeman says: "The three tier approach will generate the demand from the end user, as well as providing marketing support to the reseller allowing them to actively get involved.

"Although we live with the facts every day, people don’t fully appreciate just how contaminated and unhygienic their computer and gaming equipment is. Illness amongst the workforce and family is the end result which can be avoided so easily.”

The media strategy aimed at AF’s new domestic household sector centres around national press advertising and driving customers to AF’s ecommerce website. Both campaigns have been developed to feature the sobering facts about germs and micro-organisms found on computer equipment in the average office and home.