Datatec
THE AUDIBLE PROOF OF QUALITY
Marketing Communication / Product Launch
Silver at the 2022 BoB Awards
Combine science with humor
The Problem
dataTec distributes some of the most high-performance measurement technology on the market. New to its portfolio: NI’s exceptionally powerful modular measurement systems. The challenge was to introduce this highly complex product to customers in the Austrian and Swiss markets — and cut through to an audience of top-level decision-makers.
The Approach
To demonstrate the system’s extraordinary precision, we set out to find an almost impossible measurement task. In collaboration with scientists at the University of Oxford, dataTec succeeded in capturing — and making audible — the mating song of the fruit fly: a signal so subtle it perfectly showcased the capabilities of NI’s technology.
The idea
Instead of focusing on technical specifications, we turned proof of performance into a fascinating, scientific — and subtly humorous — story. The result was a high-impact mailing sent to more than 3,000 top decision-makers, directing recipients to a dedicated landing page where they could explore the full story behind the project — generating an exceptionally positive response.
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