Translating Tech
Approaching B2B like B2C
Client: Avaya
CHALLENGE
In Silicon Valley the term “old-school” doesn’t get people too excited. In 2015, Avaya was still perceived as an old-school player within the tech industry. Not willing to resign itself to that fate, Avaya engaged FleishmanHillard to take them on a transformative journey to reposition itself as a 21st century business engagement company.
SOLUTION
Develop a fun and relevant B2B campaign to promote Avaya’s effortless engagement by partnering with YouTube celebrities Tripp & Tyler to develop a series of irreverent videos. In order to add momentum, we leveraged the brand asset Ava. She helped translate tech-terms spurring effective business communications and human to human engagement.
RESULTS
- 22.3M Total Impressions
- 224% Increase in website traffic
- 93% Neutral/Positive Social Sentiment
- 18% of Ava website visitors viewed a follow up non-Ava page on the Avaya website
- Nearly $20M in earned impressions
- AdWeek Most Popular Story + Editors Pick
AWARDS
- Silver Anvils Awards // Marketing: Business to Business // Silver
- PR Week // Business to Business Campaign of the Year // Honorable Mention
- Ad Age // The BtoB Best Award: Online Campaign (websites, microsites)
- North American Excellence Awards // Telecommunications // Winner
- North American Excellence Awards // Content Marketing // Finalist
PRESS
AdWeek: This Ad Hilariously Skewers Every Bad Business Cliché Your Coworkers Have Uttered
CREDITS:
Sean DallasKidd, Executive Creative Director
Meredith Bradshaw, Director of Digital
Jane Dam, Social Strategist
Brandi Friel, Creative Services Manager
Kelly Gube, Art Director
Andrew Peth, Editor
Vivian Hsu, Producer
Green Tricycle Studios, Video Production— Stuff Business People Say
Liars & Thieves, Video Production— Office Offenders
CASE STUDY
AVA vs. THE OFFICE OFFENDERS // #744 The Vidiot
AVA vs. THE OFFICE OFFENDERS // #201 Captain All-Caps
AVA vs. THE OFFICE OFFENDERS // #653 Too Casual Friday