The Company
Advantech is a leader in providing trusted, innovative products, services, and solutions, including system integration, hardware, software, customer-centric design services, embedded systems, automation products, and global logistics support.
The Challenge
Though a household name in Asia, Advantech was looking to build brand awareness within European markets. We were challenged with raising Advantech’s brand awareness and credibility within Europe, while educating the market and Senior Level Decision Makers within target organizations about their innovative new DTOS (Design to Order Service).
Humanizing Technology
We identified that Advantech’s DTOS service had parallels with mixology: creating an individually tailored product from a perfect mix of ingredients. The resulting campaign, titled “Design the Perfect Mix”, included sending Advantech-branded cocktail mixing kits and cocktail recipe booklets to C-Suite targets identified in our data build. Cocktails included the Advantequila Sunrise, the G&IoT, the Dataquiri and the Design to Order Sangria (DTOS). This made conversations between the sales team and prospects more fluid, open, and informal, allowing Advantech to understand their customers’ pain points.
