In a Network State of Mind

Create a loud-but-simple product positioning for one of Cisco’s most versatile routers.

$18,000prize pool

Create a loud-but-simple product positioning for one of Cisco’s most versatile routers.

Background

Cisco is one of the world’s largest technology corporations. They design and sell networking, voice, and communications technology and services, with more than half of their revenue coming from routers, switching products and services.  Whether they know it or not, millions of people use Cisco’s routers and switches everyday: routing is used for many kinds of networks, including the telephone network, the Internet and transportation.

 

Needless to say, networks play a critical business role. Businesses today are increasingly looking to cloud services and outsourced IT services to reduce costs, increase efficiencies, and help them concentrate more on their business and less on how to configure their network routers. 

 

The ISR G2 (Integrated Services Router - Second Generation) is one of Cisco’s leading router products.  End users for the ISR G2 are typically Enterprise IT organizations -  from large scale Fortune 500 companies to small/medium businesses.  These organizations buy these routers not only from Cisco directly, but from Cisco’s major Service Provider partners (AT&T, Deutsche Telekom, Vodafone, etc), who add cloud and managed IT services on the router.  

  

As different Service Providers have different business objectives, the ISR G2 delivers three distinct value propositions:

  • Security - Businesses require their information and communications to be authenticated, reliable and secure. The ISR G2 is designed to monitor, protect and block targeted attacks across your entire network in real-time.
  • Video/Rich Media - Businesses require video and rich media to better communicate and collaborate with anyone at any time using any device, but this also increases demands on the network. ISR G2 enables the network to deliver seamless video, voice, and data allowing IT to provide a smooth end user experience by simplifying deployment, managing capacity and enhancing performance.       
  • Cloud Readiness - As businesses move to the cloud, they need networks that can deliver agile, optimized, and secure cloud services.  ISR G2 enables these cloud-ready network by providing the management and services to connect devices, easily secure cloud services, and optimize applications to end-users that respond to critical business needs.

 

Task Definition

Create concepts that communicate a compelling value proposition for the ISR G2.

 

The submitted concepts need to deliver the following:

  • The reason why a business would want to buy the ISR G2, based on at least one of the value propositions above. For example, one concept can deal solely with security. Another submission can focus on cloud. Or feel free to explore options where more than one is included in a mock-up (e.g. security + cloud readiness)
  • A headline plus 2-3 lines of copy and a visual representation (e.g. poster, video) of the reason why.

 

Ideas need to be easy-to-execute as they will be developed into marketing tactics that can include email/direct mail templates, web banners, video assets, and telesales scripts.

 

It’s important that submitted concepts focus on the product positioning rather than the Cisco brand itself.

 

Target Group

The target audience for this marketing campaign are IT executive decision makers that span many different organizations, e.g. IT, Finance, Operations and Legal.  For a large customer, this may be an IT Director, IT Administrator, or Finance Operations Manager, while for smaller companies, this decision maker may be at the CIO level.  

 

This mid-level manager understands the business drivers that their CIO cares about, and understands the technical requirements to implement and operate the IT solution, serving as a bridge between the business and technical aspects of IT. 

 

See below for detailed profile of target market.

 

 

Tonality

  • Urgent/Compelling
  • Confident
  • Clear
  • Simple
  • Technically relevant
  • Target-focused

 

 

 

Mandatory requirements

  • All ideas must be brand neutral.  Think of the product benefits from the target perspective.
  • Be visual. The visual component should be memorable. 

 

Click on the following for additional information on the target IT manager profile and examples of existing Cisco marketing campaigns:

 

Download material

Click on the following links to download working material and additional information related to the project.

Comments

Show older comments (9)

WOW!!! THIS IS GONNA BE SO GREAT!!! :)

Wow, Amazing Contest, ssssssssssss

Several links give an error code.

They are on dropbox and you need an account there, i think

I added the dropbox links to the actual download section, it should all work now!

Sorry you too Tyby82. But I have a dropbox account and it didn´t work. But it is solved now.

Does not work for me :( Still get 403s

Hey Mepusio, it should really work, I tried it in several browser, logged in as well as logged out. If the problem continues please contact me via private message and we'll solve it out together ok? thx.

Working now, maybe my cache was not cleared. Thx nsonne!

Very interesting task!

Hi Cassandra, I don't if it is my British understanding of English or something else, but I have problem understanding the task definition could please clarify these lines:

  1. The submitted concepts need to deliver the following: The reason why a business would want to buy the ISR G2, based on at least one of the value propositions above. For example, one concept can deal solely with security. Another submission can focus on cloud. Or feel free to explore options where more than one is included in a mock-up (e.g. security + cloud readiness)

  2. A headline plus 2-3 lines of copy and a visual representation (e.g. poster, video) of the reason why.

thx.

Hey designmeagain,

it's kind of a tricky task, so don't blame your English ;) Let me try to make it clearer.

1) Choose one or more of the value propositions stated in the briefing (security, cloud and video/rich media) 2) For this singular or combination of value propositions, create a reason why (you know, the reason why is based on the value proposition, however it's not the same) 3) For this reason why (It's one reason why, even if it includes more than one value proposition!) create a headline, a 2-3 lines copy and a visual.

Hope that's a little clearer?

So if I got right, they need first an explanation of one's concept (the reason why)

and then a visual plus headline and a copy, or is a headline, visual and copy enough?

Hey designmeagin -

You are correct - in first explaining the concepts and the reasons why. ( i.e. The value proposition that you have chosen : security, rich media an cloud)

You can create a visual with the headline and cop on it.

If you have any other questions just let me know. : )

Cassandra

Hi Cassandra, for the german market or international?

I guess the server is down or something, my visual are not loading,....

was it really down? anyways, I see you managed to upload it, right?

So far there are some great concepts coming on for this challenge. Keep up the great work everyone! : )

We are really excited at Cisco to see so many creative and compelling concepts that have been generated by the jovoto community, and some fantastic engagement and feedback by all!

Remember that these ideas should focus on the three value propositions (security, video/rich media, cloud readiness) first and foremost -- the Cisco and ISR G2 brand is secondary to showing a clear message around what it can do for your business.

We look forward to the rest of the challenge. Keep up the great work, and thank you!

oh my... I can´t help it, I need to participate! :-)

Hey Guys where is the briefing text?

Can you see everything fine now? There is nothing wrong that I can see.

Now it is ok again! Thanks.

What is the poster's format/size?

You can choose the format on your own!

Unable to submit Idea. :(

I know we spoke already but let me know if you are having any more issues with uploading. : )

Yup only with writing tags and bold the letters.

When are the results coming?? ;)

what about 3 weeks...

Hello everyone sorry about the long delay.

The contest is now closed and in the coming weeks there will be a choice of the chosen concepts that Cisco is interested in.

Congrats to all of you for such a great contest! There is really great work in there., Cisco is very happy with the results and is going to have a very hard time going over them all to chose with to license.

: ) Happy days.

Congrats to all the winners !

Congrats to all the winners great work guys!!!

Congrats to all the winners!!!