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Integrated
Vaisala: Vaisala Echo – intelligent measurement infrastructure
Vaisala Echo – Orchestrating a Global B2B Launch in Tune with Every Market
When was the last time a B2B campaign was music to your ears? Problem: B2B marketing is often dry, technical, and forgettable—especially in industries like environmental measurement. With Vaisala Echo, a complex global product needed a launch that could resonate across 135 markets, from vineyards to cleanrooms, without resorting to a dull, one-size-fits-all approach. A straightforward product demo wasn’t an option—too many industries, too many use cases, too little budget to film them all. How do you make a highly specialized B2B solution stand out while keeping it universally relevant? Solution: You don’t explain it. You play it. Inspired by Echo’s role in seamlessly connecting measurement instruments, the campaign turned to the ultimate metaphor for harmony: music. A full orchestra brought the concept to life, visually and sonically, showing how Echo orchestrates precision across industries. A flexible Echo Launch Toolkit let each market fine-tune their approach while staying in sync with the bigger picture. The result? A B2B campaign that didn’t just communicate —it struck a chord.
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