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
In 2020, many industries, including hospitality, retail, manufacturing, and travel, were uncertain about the damage they faced in the wake of the COVID-19 pandemic. Advantech wanted to demonstrate how as an organization, it could support its customers through this transitionary period. We focused on understanding the issues the world was facing and how they impacted each sector individually, establishing Advantech as a thought leader empowering businesses with IoT, always tying back to the solution stack.
Humanizing Technology
Positioning Advantech as a key solution partner, the campaign started with the human impact of the pandemic and the real worries that professionals had. We made a conscious decision to use imagery that spoke directly to the pain points within each domain, focusing on how Advantech’s technology could make industries safer and reassure employees. Our campaign assets and sales-enablement collateral were produced in 5 different languages and promoted in vertical-specific publications.
