Trying to tell a story with a very technical product is challenging for many B2B brands. Many struggle to get their message across in a succinct and efficient way, but most of all, many of these brands struggle with creativity. Creativity is an essential component of effective marketing, and creativity was definitely the route Cisco took. We took a chance and actually humanized our network fabric family, the Network Convergence System (NCS). By incorporating user-owned videos with humorous scenarios, leveraging popular Vine celebrities, and making the NCS’ benefits visual, we were able to thoroughly tell its story and make it relatable to everyone – not just the technical crowd.
The campaign was all encompassing of all things social. The integrative campaign (official hashtag #SystemForIoE) used Twitter, Facebook, Google+, Vine, community, blogs, Storify and SlideShare. If there was an audience that needed to be reached, Cisco was going to reach them.
Combining humor with technology
The NCS was designed to meet the demands of the Internet of Everything (IoE), Cisco’s flagship campaign defined as connecting people, processes, data and things. We needed to find a creative way to showcase the campaign’s key messages that made sense to the global audience as they were targeting many regions, including Latin America, Middle East, Europe, Asia-Pac and the United States. After sifting through a few dozen ideas and thousands of different humorous clips from around the world, we decided on the top three clips that resonated best with all the different countries. This is one of Read More »