Phase one: Global launch video for Keysight Technologies name change released to employees, customers and investors the day the name change was made public. This video accompanied a worldwide message from Ron Nersesian, President and Chief Executive Officer of Keysight Technologies as well as banners, splash page, brochures and other literature.
Phase two: To create awareness of the name change, this global print and digital campaign reassured existing Agilent customers that the products and people they knew and trusted would continue to be there as the company move towards the formal name change to Keysight Technologies. A post campaign tracking study showed a 50% unaided name awareness and 70% aided awareness within the engineering community.
Phase 3: The “Aha!” moments campaign spoke directly to engineers on five continents with language-defying moments of an engineer’s inspiration. The digital and vertical print campaign featured globally-relatable scenarios and actual formulas from Keysight customers’ industries including wireless (LTE-A) and DDR.