Founded in 1976, National Instruments has spent decades as a leader in test and measurement solutions across a variety of industries. But, after nearly half a century of helping develop some of the world’s greatest engineering marvels, this product-centric brand was ready for a facelift and a relaunch.
Officially rebranding as NI, a moniker already familiar to their devoted engineering community, they set out to focus on a critical aspect of their business that had often been overlooked: people. From internal team members to engineering partners, we turned the focus toward the ones who make our greatest engineering ambitions a reality and celebrated their present and future success around a single rallying cry: Engineer Ambitiously.
The campaign included film, digital, and social.
Among many great results, this campaign beat previous engagement by 4x and increased SOV from 6% to 21%, taking a leadership position amongst the competitive set. We also grew NI's unaided brand awareness, outperforming our goal by 2.5x.