Cisco ūmi
idea
Drive awareness of Cisco ūmi through meaningful consumer engagement.
ignition
We created an experiential campaign that showcased Cisco ūmi and its premium call experience in a unique and compelling way.
A 14-market mall tour provided consumers with the opportunity to make live ūmi calls from their mall to “friends, family, and unexpected guests back in Los Angeles.” These engagements allowed consumers to have the “seeing is believing” experience that sets ūmi apart from other videoconferencing technologies.
A two-vehicle national mobile marketing tour, called the “Get Together Tour,” showcased ūmi’s promise of “the new way to be together” by allowing consumers to experience game play and competition via Cisco ūmi inside each vehicle. The branded vehicles rolled up to fairs, festivals, sporting events, concerts, and spotlight properties such as the Rose Bowl Parade, the NHL Winter Classic, and the NBA All-Star Game.
To support the program, we also developed sweepstakes programs attached to both the mall and affinity campaigns that allowed consumers who have gone through a trial experience to enter to win a free ūmi system for themselves and a friend or family member; free installation of the systems; and a $2500 shopping spree at Best Buy, the exclusive retail partner for Cisco ūmi telepresence.
impact
The consumer engagement campaigns drove more awareness than traditional media plays. Unique Opt-Ins in to the sweepstakes named “digital” and “passing by at the mall” as the two key channels that drove them to take the Trial Experience.
The mall tour drove 3.6 million total consumer engagements in 14 malls over an 8-week activation.
Nearly 80 percent of the consumers who came through the trial experience confirmed that their purchase sentiment (i.e. likelihood of purchase) changed as a result of coming through the activation.
