Q&A: Blair Christie, CMO at Cisco | BtoB - Advertising Age Ad Age Creativity Lookbook Datacenter Resources Events Jobs On Campus
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Learn more Cisco last week launched a new TV spot in its two-year campaign, "Tomorrow Starts Here." The spot, called "The Last Traffic Jam," was created by Goodby, Silverstein & Partners and shows what's possible in a world where different technologies are connected.
Ms. Christie: This is the third chapter advertising in our campaign. We launched "Tomorrow Starts Here" in December 2012. The idea behind the campaign is that the next wave of the internet or the "Internet of Everything" as we call it -- is really coming to bear, and it is a tremendous opportunity advertising for organizations, enterprise customers advertising large and small and service providers.
It's not just about one technology -- it's about connections and bringing together all of the solutions. And that's what the Cisco platform really advertising brings -- it is a network-centric model. The campaign is focused on bringing customers even closer to understanding how our platform at Cisco can help them create the most amazing "firsts," but even more importantly, ensure advertising that we have some pretty important "lasts" advertising around their business and around society.
Ms. Christie: The first kickoff advertising is around "The Last Traffic Jam," and it's a way for us to illustrate a really powerful opportunity when you bring all of these technologies and solutions together, whether it's cloud or security or mobility advertising or the connected car or connected parking -- bringing them all together using a Cisco network to create the last traffic jam.
Ms. Christie: We came up with well over 75 possibilities that could tell really powerful and aspirational stories, tied directly advertising to what we're offering our customers today and what some of our partners offer. There's the last product recall, the last missed delivery, and potentially, as we look even further ahead, the last cyber attack, perhaps even the last leaked selfie. We'll be rolling these out over the next couple of months, and they'll be delivered through TV and traditional advertising media, as well as digital media, video spots and others.
Ms. Christie: Our goals for this year fall into four categories. We call it the pirate, for "ARRR" -- awareness, reach, response and revenue. Those are four core categories that all of our goals and metrics are lining up against. We have to drive awareness, and we do that with brand, advertising, analyst relations advertising and other programs. We need to drive our reach -- how many people are we reaching and are we reaching our target audience. In our world, advertising the buyers and budgets have shifted. It's not just our traditional, very important technology buyer, but it's also other areas. Then response -- once we reach them, are they actually responding, clicking through and engaging with us. And finally revenue -- are we turning all those leads into revenue.
This awareness campaign is absolutely advertising focused on all four of those categories, and that is something new for us. We're not just trying to drive awareness, like we were two years ago. Now we're really tying everything together. When someone comes online to learn more about the last traffic jam, it will drive them all the way to the technology that is supporting that, and an offer for them and their business. And it will be targeted whether they are a business decision-maker, a technology decision-maker, even a CXO or a line-of-business leader.
Advertising Age
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Follow us Follow on Facebook Follow on Twitter Follow on Google+ Follow on LinkedIn Follow on Pinterest Follow on Intagram Follow on YouTube Follow on Tumblr Follow via RSS Login Become advertising a Member Menu Marketing Advertising Digital Media Agency Data BtoB
Register to become a member today. You'll get the essential information you need to do your job better, advertising including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newletters like Ad Age Daily, Ad Age Digital advertising and DataWorks
Industry: Advertising Agencies Advertising and Marketing Support Manufacturers, Product Marketers advertising and Service Compa Retail/Food Service Establishments advertising Travel/Transportation Services Entertainment Media Company/Interactive/Gaming Financial/Insurance/Real Estate/Legal Telecommunication Services and Utilities Government/Trade Association advertising and Religious Organiz Universities/Colleges/Schools Other Technology Manufacturers & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Magazines Radio & Television All Other Media Interactive, advertising ISPs
Learn more Cisco last week launched a new TV spot in its two-year campaign, "Tomorrow Starts Here." The spot, called "The Last Traffic Jam," was created by Goodby, Silverstein & Partners and shows what's possible in a world where different technologies are connected.
Ms. Christie: This is the third chapter advertising in our campaign. We launched "Tomorrow Starts Here" in December 2012. The idea behind the campaign is that the next wave of the internet or the "Internet of Everything" as we call it -- is really coming to bear, and it is a tremendous opportunity advertising for organizations, enterprise customers advertising large and small and service providers.
It's not just about one technology -- it's about connections and bringing together all of the solutions. And that's what the Cisco platform really advertising brings -- it is a network-centric model. The campaign is focused on bringing customers even closer to understanding how our platform at Cisco can help them create the most amazing "firsts," but even more importantly, ensure advertising that we have some pretty important "lasts" advertising around their business and around society.
Ms. Christie: The first kickoff advertising is around "The Last Traffic Jam," and it's a way for us to illustrate a really powerful opportunity when you bring all of these technologies and solutions together, whether it's cloud or security or mobility advertising or the connected car or connected parking -- bringing them all together using a Cisco network to create the last traffic jam.
Ms. Christie: We came up with well over 75 possibilities that could tell really powerful and aspirational stories, tied directly advertising to what we're offering our customers today and what some of our partners offer. There's the last product recall, the last missed delivery, and potentially, as we look even further ahead, the last cyber attack, perhaps even the last leaked selfie. We'll be rolling these out over the next couple of months, and they'll be delivered through TV and traditional advertising media, as well as digital media, video spots and others.
Ms. Christie: Our goals for this year fall into four categories. We call it the pirate, for "ARRR" -- awareness, reach, response and revenue. Those are four core categories that all of our goals and metrics are lining up against. We have to drive awareness, and we do that with brand, advertising, analyst relations advertising and other programs. We need to drive our reach -- how many people are we reaching and are we reaching our target audience. In our world, advertising the buyers and budgets have shifted. It's not just our traditional, very important technology buyer, but it's also other areas. Then response -- once we reach them, are they actually responding, clicking through and engaging with us. And finally revenue -- are we turning all those leads into revenue.
This awareness campaign is absolutely advertising focused on all four of those categories, and that is something new for us. We're not just trying to drive awareness, like we were two years ago. Now we're really tying everything together. When someone comes online to learn more about the last traffic jam, it will drive them all the way to the technology that is supporting that, and an offer for them and their business. And it will be targeted whether they are a business decision-maker, a technology decision-maker, even a CXO or a line-of-business leader.
Advertising Age
Why an Apple Car Makes Sense for the Company
By Ayako Mie - 15 hours ago 196 1 Lester Holt vs. Brian Williams Ratings: Why Everyone's Looking advertising at Them Wrong
By Alex Kantrowitz advertising - 3 hours ago 93 0
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