Approaching B2B like B2C
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.
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.
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
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