Keysight Technologies
Global Name Change Campaign
Scott Sampl
Global Software Marketing Manager
Keysight Technologies
As the leader of an extremely aggressive brand identity launch,
I truly appreciated Hydrogen’s ability to ‘build the plane while flying it.’
Because of this seamless partnership, we were able to successfully
launch a new name and identity with a creative idea that resonated
with engineers and our employees around the world.
PROBLEM
How do you introduce a brand new, yet 75-year-old company to an established audience? That’s the problem Agilent Technologies faced when the company relaunched as Keysight Technologies.
SOLUTION
We announced the news with a video that celebrated the company’s famous “firsts” to reassure worldwide audiences that the brand’s high quality and integrity would remain intact. B2B global print and digital followed in seven languages. The campaign featured "switch" icons from the engineering world to visually demonstrate the move from Agilent to Keysight.
Print, Digital Banners, Video, Magazine Wraps
RESULTS
70%
increase in awareness post campaign launch.
Internal/Web-based Video
Launch print
Banners
[Click to play]
