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Case Study: ADI Times Square Video Campaign

Challenge

Analog Devices, Inc. (ADI), the world leader in high performance signal processing, was interested in raising awareness of its recent move from the New York Stock Exchange to the NASDAQ, joining companies like Google, Apple, and Viacom. They wanted to promote this important move to their investors, customers and the general public in a way never done before at ADI. To do this, ADI knew that they had to think “outside of the box” and create an ad campaign that would get attention among their diverse audience – and what better way to do so than launching an outdoor video campaign in Times Square, stories high on the NASDAQ and Thomson Reuters towers, as well as on video screens across the country and in publications like the Wall Street Journal and Barrons.com.

Looking to attract a broader audience for this major announcement, ADI sought an agency that had the creative edge to produce a high-impact campaign that would connect with their core audience. ADI turned to a trusted partner, Blue Wave Marketing, to accomplish their goal.

Solution

Blue Wave developed a creative concept promoting analog-to-digital components that provide the foundation for the digital technology we use everyday. ADI technology provides key components found in smart phones, communications networks, energy grids, medical devices, technology manufacturing, HDTV’s, and more. It was this key insight that led us to the heart of the campaign, producing the tagline, “Taking Digital to the Next Level.” Highlighting this theme, along with the messaging: “Safer. Faster. Greener. Better. Smarter”, Blue Wave produced a campaign with the following elements:

  • Campaign Print Ad Campaign: Blue Wave produced print ads, based on the selected creative, for the Wall Street Journal.
  • Digtal Ad Campaign: Blue Wave produced banner ads on Barrons.com and Wall Street Journal online.
  • Lobby Videos: Video screens displayed a video advertisement of the ADI campaign on hundreds of lobby video screens across the country.
  • NYC Times Square “Tower” Videos: Perhaps the most exciting element of the campaign was the highly visible, 40-story tall “tower” videos displayed in the heart of Times Square, displayed on the NASDAQ and Thomson Reuters towers. Blue Wave produced a very dynamic 30 second animated video – spread across 15 high definition outdoor video walls – to be played in a rotating fashion over a month long campaign for ADI in Times Square.

Results

The “Taking Digital to the Next Level” campaign was a big success. ADI’s public brand awareness grew, they received excellent feedback from their shareholders, and ADI’s executive team was happy with the buzz the company received after the campaign’s launch.

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