In 2015 Avaya was working to shake off its old-school stigma and reposition itself as a cool, relevant 21st century tech brand. To connect with target business audiences seeking more from Avaya, they developed Ava, a quirky, tech-savvy brand persona, to humanize the brand and infuse energy into Avaya’s communications.
Positioning Ava as a technology translator and engagement expert, Avaya launched the Translating Tech digital campaign with a humorous video series starring YouTube celebrities Tripp & Tyler and a LinkedIn Showcase Page for Ava. The 6-week buzzword-blasting campaign poked fun at corporate jargon and overused business clichés – pointing out that even with the most cutting-edge communications technology, professionals still need shared language and etiquette to engage effectively in the workplace.
Distributed and amplified across social and paid media, the campaign delivered over 23 million impressions, record levels of social engagement and a 244% increase in web traffic to the Ava microsite. The video has over half a million video views and counting, and was featured in articles by Business Insider and Ad Week.