Emerson will break a TV campaign on CBS's "The Big Bang Theory" Thursday night, featuring YouTube star and proclaimed "science nerd" Hank Green, in honor of the engineering company's 125th anniversary.
The estimated $15 million to $20 million campaign, called "I Love STEM" (science, technology, engineering and math), is Emerson's first foray into national network TV, said CMO Kathy Button Bell.
"This is meant to broaden the audience and our message," Ms. Bell said. "By going out on 'Big Bang Theory' and network TV, we are going after a younger demographic -- the next generation of innovators, employees and customers."
Traditionally, Emerson has marketed to senior business executives at Fortune 1000 companies for its b-to-b divisions including climate technologies, network power and process management.
"We are going after an older audience as well -- what we call the science-minded psychographic," Ms. Bell said.
The 30-second TV spot, created by DDB Chicago, features Hank Green, creator of YouTube channels VlogBrothers, CrashCourse and SciShow, in a remake of his popular "I love science" music video.
With the campaign, Emerson aims to appeal to the next generation of engineers by showing how science helps create technological advances, from video games to super-sonic jets.
"We want to make science cool and show how Emerson is progressive and authentic," Ms. Bell said.
The campaign also includes a microsite, which showcases STEM topics with online videos, social media feeds, news articles and research.
For example, there are online videos on topics such as "Four Awesome NASA Inventions You Use Every Day" and "Why Can't I Put Metal in the Microwave" (both from Hank Green's SciShow YouTube channel).
The campaign also includes print ads in The Wall Street Journal and Harvard Business Review, as well as Fortune cover wraps.
To help celebrate its anniversary, Emerson executives will ring the bell of the New York Stock Exchange Thursday during the company's annual investors' meeting in New York. The campaign will continue to roll out this year with new executions, Ms. Bell said.