TE Connectivity Transforms its B2B Marketing with Influential Film
A compelling campaign tied to the release of a major motion picture drove brand awareness, breathing new life in to a B2B tech brand with a long history in their space.
With 75 years of heritage in the B2B industrial technology category, TE often competed on product proof points and was losing relevancy with the next generation of engineer customers. TE had blurred the lines of brand and product marketing and needed to reset the way young engineers engaged with its brand.
The challenge was to think outside traditional B2B brand practices to drive outsized brand awareness, stimulate authentic engagement, ignite dialogue with new audiences, and elevate its brand to be seen with a fresh perspective.
TE’s customers are engineers who spend 80% of their time searching the internet for key parts to build their technologies. They wade through technical marketing materials, compare facts and figures from competing brands, and ultimately become lost in the sea of sameness. By leveraging culturally relevant entertainment in a natural way that conveys TE’s brand purpose, with relevant content that’s valued by the brand’s customer base, DWA, a Merkle Company and TE could reach the next generation of engineers.
TE found the opportunity they were looking for in the 2019 release of James Cameron’s film, Alita: Battle Angel. The premise of the film revolved around a futuristic earth with the introduction line, “the force behind this world is stronger than magic: it’s engineering.”
The resulting campaign, The Science Behind Science Fiction, would continually feed a growing audience fresh content over time, with global events, social media discussions, tech-talks, and e-mail content all rewarded engagement. A nurturing approach ensured retainment of new followers, an increase in brand trust, and provided value to TE’s engineering customers for long-term brand loyalty.
Keys to success
- Implementation of the campaign, timed in coordination with a major Fox motion picture and its promotions.
- Omni-channel media campaign that included social, programmatic, endemic, social video, CRM email, out of home, and public relations media events.
- An internal employee activation campaign that reenergized employees around the brand and company’s purpose.
- Placement: This was a global campaign focused in North America, China, and Japan. Each included omni-channel media investments and internal employee activations.