Keysight Technologies
Global B2B Brand Campaign
John Shields
Marketing Programs Manager
Keysight Technologies
Working with our agency partner Hydrogen,
we’ve created a campaign that highlights
the insights engineers arrive at, whether
they’re in wireless communications, aerospace
and defense, industrial, computers or
semiconductors applications.
PROBLEM
Armed with a new corporate name and a new mission to deliver more than just test and measurement hardware
to engineers, but rather true hardware/software/consulting solutions, Keysight Technologies needed to
reposition itself in the minds and hearts of global engineers.
SOLUTION
Our “Aha!” moments campaign spoke directly to engineers on five continents with language-defying
moments of an engineer’s inspiration. The campaign featured globally relatable scenarios and actual
formulas from Keysight customers’ industries including wireless (LTE-A) and DDR, leading to increased
awareness of Keysight’s technology expertise.
Geeky fact: All equations shown are accurate to prove Keysight’s deep insider knowledge to engineers.
Print Ads, Digital Advertising, Magazine Wraps, Trade Show Materials
RESULTS
Nine out of ten engineers aware of Keysight brand post campaign
Trade print
