It-Girl, It-Bags - There are many things next to IT that are it.
So why not use this? Just to make the products much more lively than it is said to be.
Indeed, it is "just" a machine. And probably of very low interest (except amongst the target group mybe, but even there it might be seen unemotinally as a necessity).
Hence we wanted to put some emotions to it. Positive emotions. Enjoying life safely is of high interest.
What's more:
You could create a whole "IT-WORLD" around the "IT-CLUB". This analogy stand out of the very technically based (and easily exchangeable) communication within in this field - and so does the communication which may well lead to the perception that CISCO products are the ones that are outstanding, too. -> And this must be the final goal of any brand communication.
The first step, however, is to transform an IT product to an It-Product.
Yeeeeeeeeeeeeaaaaaaaaaaaah!
Very nice simple concept, and well put together. I like that exclusive feeling that you are giving to the router. There is some humor there. Also I think that something like this would really stick with peoples thoughts when the need comes up again - or make them go research it right then. Good work here.
Gracias. Grazie. Obrigado.
Thank you very much for you comment.
I am glad that the humour had been detected, too. However, primarily I regarded it as very important to create a non-technical world that can be used in any other form of communication - from TV and WWW to virals and fairs.
I can really understand this point of view. On the other hand it gives a twist to the headline and communicates the features required. (It could do without, actually, but since "Cloud" had to be included, I thought that is the most elegant way.)
Danke. Kampagnenausbaufähig - wage ich mal zu sagen. :-)
Und das deine ... auch nicht gerade plump :-)
best idea here... This is an example of unfairness judgment... ;)
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