SILVER — JUNIPER NETWORKS JUNOS PULSE CAMPAIGN
Entrant Company: JUST MEDIA
Category: A Global campaign running in multiple regions
The Situation: Juniper were seeking a broad announcement of the product's launch, targeting enterprise, service providers and consumers. They also needed to reiterate their mobile security suite message at MWC2011. Targeting October 2010 as the launch date, Juniper was looking at evaluating venue and partners/customer references to maximize the impact of the news.
Insight and Strategic Approach: The Pulse product was the first solution to simply secure, manage and control all smartphones for the Enterprise, Service Providers and Consumers. Always on, Always connected, Always safe.
Mobile has become mainstream:
Online audience 191MM
Mobile audience 75 MM
We did a quick Linked In Poll among IT pros in the telecom arena. Although a very small sample, it helped provide insights regarding where security is on IT's radar screen.
Media Tactics: The Pulse Campaign was innovative with regards to both media placement and creative execution. While Juniper wasn't officially the first to execute security trays or any of the other formats, there is something to be said about the combination of Out-of-Home formats used and the synergy with the creative concept.
One of the goals of the campaign was to reach business professionals in areas of high mobile device usage. Innovation can be found within our strategy of reaching the target via multiple touch points throughout their journey from Point A to Point B. We didn't just put ads in front of them; we reached them in media channels relative to the brand and creative concept.
How this Campaign may be a Template for World Class Standards We didn't just put ads in front of the target audience; we reached them in media relative to the brand and the creative strategy.
The campaign is still ongoing, but early results highlights include: