ATI, a technology company that makes sophisticated internal mechanisms for a wide range of electronics and computers, was seeking to boost its profile among the college-age demographic.
Its thinking was that better name recognition and understanding of ATI's business among younger consumers would cause them to seek out products that included ATI parts, helping the company's reputation and sales for years to come. To do that, the company turned to Canadian tech specialist firm High Road.
Strategy
"Most consumers... enjoy using the technology, ...