Translating Tech

Approaching B2B like B2C

Client: Avaya


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.



  • 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



  • 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



AdWeek: This Ad Hilariously Skewers Every Bad Business Cliché Your Coworkers Have Uttered



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

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