MathWorks Creative Case Study


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By mid-2004, MathWorks had become the leading global provider of technical computing software used by top engineers and scientists working at renowned companies, labs, and universities like NASA, Lockheed, Nissan, Boeing, MIT, and Stanford.

To reinforce their leadership position, The MathWorks set out to find a full service agency that could help develop fresh, smart, relevant advertising that talked intelligently to, well, rocket scientists. That’s when they hired Magnitude 9.6.

Following a crash course in Technical Computing, we conducted quantitative and qualitative research to analyze the target audience and brand perception. We then put that info to work in our creative development and media planning.

In 2006, we launched a new print and online advertising campaign for their Simulink software product, which features success stories from their most recognizable clients.

Following that successful launch, we developed a separate campaign for their MATLAB software product, positioning it as the de facto engineering design language throughout the world.

In 2008, MathWorks gave us the assignment of taking the two campaigns global, making us responsible for all creative, media and production of MathWorks’ advertising for 14 countries.

And in 2010, we developed an extensive tactical product campaign.
The campaigns continue to win readership awards, attract record numbers of visitors to their website, and increase awareness of their brand and products.