Designed for you. Not for the Hype

Iris Germany, the global creative agency behind the innovative new campaign for Rohde & Schwarz, has unveiled “Designed for you. Not for the Hype,” showcasing the ESSENTIALS range. Rohde & Schwarz, a global technology leader striving for a safer and connected world, is headquartered in Munich and specialises in innovative communications, information, and security products for industry and government customers. This initiative breaks industry norms by leveraging irreverent humour to engage its target audience of engineers, university lab users, and manufacturing technicians.

Originally conceived and creatively developed by Iris Germany, the project was brought to life with BAFTA-nominated comedy director Ben Gosling Fuller, known for the award-winning Channel 4 series ‘The IT Crowd,’ as well as Iris’ long standing film production partner, London-based Irresistible Studios. This collaboration brings a fresh and humorous approach to a traditionally serious sector. Iris and Gosling Fuller, along with his team of renowned comedy writers Fay Rusling and Oriane Messina, have crafted a series of entertaining films that highlight the practical benefits of the product portfolio while abstaining from unnecessary marketing gimmicks.

The initiative aims to educate prospects about the ESSENTIALS products and the wider Rohde & Schwarz brand, while building trust and authority among the target audience, who are encouraged to see the range as a solution that simplifies and streamlines their work routines without unnecessary hype. This campaign exemplifies Participation in B2B marketing as it arms the audience with information to advocate for the products, effectively making them the media channels.

The narrative centres around engineers using Rohde & Schwarz ESSENTIALS products, juxtaposed against an overzealous advertising director who attempts to add unnecessary ‘bells and whistles.’ The humour lies in the tension between the engineers’ straightforward satisfaction with the products and the director’s goofy marketing ideas. This creative concept highlights the insight that the Rohde & Schwarz audience consists of practical individuals who value substance over flashiness. The tagline “Designed For you. Not for the Hype” is a direct translation of their pragmatic nature, demonstrating that Rohde & Schwarz truly understands them.

The films feature scenarios where the director tries to embellish product presentations with wild ideas, such as explaining benefits with absurd emojis, using a green screen to simulate roller-coaster rides, and conducting cheesy ‘X Factor’-style interviews. The engineers, however, remain focused on the products’ efficacy, providing a humorous yet clear message about the products’ reliability and performance.