The Bridge to 5G
Awarded: Best Digital Campaign, B2B Drum Awards 2018
Nominated: Best B2B Campaign, Drum Award USA, 2019
The background:
Service providers are in a race to be the first to provide full 5G services, and Cisco had a new line of product to help them get there faster.
The problem? Brand perception didn’t match reality. Despite having some of the best solutions on the market, Cisco wasn’t viewed as a major player in the space.
The ask:
We were tasked with developing an integrated digital campaign with three strategic goals:
- Recast Cisco as a disruptive technology leader and invaluable partner in the race to 5G
- Build excitement around the specific (and somewhat esoteric) features of the new product line
- Generate new leads (within a relatively small audience), and transition those leads into a longer term relationship management journey
The campaign:
Our solution was to combine edgy, attention grabbing illustration with straightforward, no-nonsense copy, building the campaign around the insight that only Cisco had the technology and expertise to “bridge the gap” between the promise and the reality of 5G.
It worked. Not only did we see a massive increase in the view rate of our video assets (~5X), but the campaign also generated approximately 15,000 new visitors to campaign landing pages.