In-House Excellence Winner (2023): Cisco & BETC - "Cisco Secure the Enterprise"
To position Cisco as the #1 cybersecurity company in the world, this top-of-funnel campaign established the brand as an end-to-end security provider, successfully compelling IT Decision-Makers to seek more information about Cisco's security products through premium, high-impact paid media placements and executions at high-profile events.
Cisco's initiative deftly persuaded IT Decision-Makers to delve deeper into Cisco's security offerings.
Key Takeaways:
Strategic Shift to Leadership: Cisco strategically navigated a decline in awareness, repositioning from a networking giant to the world's top cybersecurity company. By focusing on executive ITDMs, the campaign successfully elevated Cisco's standing, moving from third to second place in competitor rankings.
Insights-Driven Campaigning: Rooted in compelling insights, Cisco addressed the alarming surge in cybercrime post-COVID-19, emphasizing the critical need for security resilience. The campaign showcased the brand's unique positioning as an end-to-end security provider, leveraging its extensive network infrastructure and comprehensive security product range to instill confidence in ITDMs.
Innovative, Impactful Execution: Cisco's creative execution broke away from the conventional cybersecurity narrative, steering clear of doom and gloom. Leveraging diverse channels, including major media outlets, strategic events, and even high-profile sports partnerships like the NFL, the campaign achieved remarkable results. Notably, it increased global familiarity, deepened awareness, and drove substantial year-over-year increases in website visitors and product bookings.
Discover the full 2023 ANA In-House Excellence Award winners gallery here.
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