We were tasked to create a global campaign that positioned Cisco as a leader in sustainability and as a trusted partner helping organizations achieve it—in specific, by reducing environmental impact through smart building technology. Finding the balance between sustainability and smart building messaging was key.
Despite the massive global impact of what they do, our audiences aren’t focused squarely on sustainability. Societal, personal, and organizational drivers beyond their job mandate are what actually compel them to act. Sustainability delivers measurable value to businesses—and meaning to individuals. So we needed to get across the message that this was “right for your planet, your business, and you.”
The campaign was inclusive of broadcast, digital media, radio, OOH, and social targeting our audience in their native platforms and channels. We reached all of our primary goals of: increasing perception of Cisco as “environmentally conscious, increased trust in the Cisco brand, sparked interest in Cisco’s smart building solutions and broke through “me-too” clutter by producing work that was strikingly different. Post-campaign research showed:
31% lift in "environmentally conscious" after IT Decision makers viewed
from 20% to 51% who perceived Cisco as environmentally conscious
74% said the ad is "very appealing"
73% "attention grabbing"
78% "very visually memorable"
71% "very trustworthy overall message"
68% "very motivated to learn more" about what they saw
2022 B2 AWARDS:
PRODUCT LAUNCH/RELAUNCH, GOLD
Director’s Cut:
:90 Longform
:30 Spot
We created an activation as an extension of the campaign on Earth Day to be shown during a 1 hour loop on the exclusive 10k sq. ft. digital billboard featured on the NASDAQ Tower in the heart of Times Square. The Sustainability message highlighted dozens of Cisco's continued efforts and contained a QR code that drove to their Environmental Sustainability page for further details on the company’s long-term goals to address environmental impacts from their products and business operations.
