GEEKS DON’T NEED NO HYPE
Who knew spectrum analysers and oscilloscopes could be so archly funny? In a writers’ room with the comedy team behind ‘The IT Crew’, we became fluent in nerd-core humour. Turns out that’s the only language a deeply cynical tech audience will trust.
The Rohde & Schwartz Essentials range of lab measurement equipment does the job perfectly, with no need for advertising hype - despite our commercials director going full theatre-kid on it.
Our integrated B-to-B campaign showed engineers bewildered and a little irritated with the supposed need for fanfare about such simple and effective products.
Our media strategy took the product films, ads and posts deep into super-specific places where we knew they spent a lot of time, such as Reddit threads and LinkedIn communities.
Results showed we’d registered on precisely the right measurement scales.
“We’ll add the rollercoaster later.”
“What? DEscribe it In Emojis?”
“No need for dramatic music.”
Reddit ads in hyper-specific threads…
