SD-what?
If you play in the technology space, there’s a great chance you’ve heard of SD-WAN, a.k.a a software-defined wide area network. But if you’re thinking “Wow, that sure sounds complicated,” welcome to our world—you’re not wrong.
Telling the story of the tech’s features and benefits in a straightforward way is a huge challenge. Conveying an engaging “why to buy” message is an even greater one. In a B2B market saturated with SD-WAN, cutting through the noise is a challenge we’ve been tasked to overcome time and time again for our biggest clients.
Campaign Anthem Video
Enter Cisco. And Microsoft.
Cisco’s solutions are now available on Azure Marketplace, Microsoft’s online software store. Their team required a campaign to increase awareness of this new development (one that is unexpected for current customers, since Cisco and Microsoft are notorious competitors).
Making sure our theme carried all media placement, event static was important for it to stand apart.
Transforming the campaign.
We readily dove in, as the client team had done conceptual legwork to get the project going, leading with “transform your infrastructure” as the tagged anthem of the campaign. Starting with the word “infrastructure,” our design team was inspired by the artistic direction of subway maps—an appropriate motif around customers finding their way.
For our audience, the campaign was about identifying solutions based on their unique business journey, relating to three different industry verticals. The concept of the “map” visual language was a great way to draw easy-to-understand, direct connections between different audiences and their associated solutions—also not unlike how SD-WAN connects its endpoints.
Our assets and their endpoints.
Our designers, writers, and animators brought fresh and cohesive visuals and messaging forward in the form of an anthem video, ebook, and social ads. This content gave sales reps the materials required to engage successfully with prospects and current customers. It all stood out in the sea of same, putting Cisco brand on its pedestal in addition to highlighting Microsoft’s valuable tools.
Just another way we’ve helped further Cisco and Microsoft’s partnership.
About the client
Truly making the bridge to possible, possible. From cutting-edge networking hardware and software to telecommunications equipment, Cisco empowers enterprises with scalable and secure digital solutions.
We’ve spent 11 years working on Cisco digital platforms, creating new user experiences, product positioning, interactive stories, and global partner campaigns.