Case Study: Juniper Networks
JUNOS PULSE MOBILE SECURITY SUITE CASE STUDY
The campaign is a ‘2011 Internationalist Innovation in Media’ Silver Award Winner.
The Challenge for Just Media, Inc:
Juniper was seeking a significant announcement campaign to drive awareness and understanding of the new Junos Pulse launch, targeting enterprise size companies, service providers and consumers. The need to announce the benefits of the Junos Pulse Mobile Security Suite to all these audiences, across categories, within a limited timeframe and limited financial resources was quite a challenge.
The Solution Provided:
The agency worked with creative partners John McNeill Studio to create a very exciting and rich media mix that would reach the target audience both in media they consumed as part of the business day (online and print) as well as media they would be exposed to in areas of high mobile device usage and also travel dwell time. The goal was to deliver the Pulse message to the target audience via multiple touch points throughout their journey from Point A to Point B and across a multitude of geographies.
Actual execution included, airport lounges and waiting areas, airport security bins (who has not almost left a mobile device in those), aircraft seat backs, in taxi video, train carriages, wrapped taxis and flight entertainment advertising. Complementing the main “mobile travel” campaign we ran Pulse videos on WSJ.com, Video Egg network, Wired iPad and Google TV plus a full mobile device campaign to iphone, ipad and droid users. There were also online assets and print ads that targeted Service Providers, IT Security and Business Decisions Makers.
The Value to Juniper:
Specific KPI metrics are confidential but all website interaction metrics improved (visits, page views, bounce rates, and new visits). The TV and other brand impressions had a positive impact on organic and direct traffic to the homepage. The campaign through strong creative, delivered high CTR’s especially for the mobile component and we also recorded strong levels of indirect response to the Juniper site proving our awareness goals were also hit. For airport media many anecdotal stories of multiple engagements were recorded by Juniper employees showing that multi touch point strategy was also successful.
"The Just Media team really blew the doors off the media brief we gave them, layering a whole variety of media platforms together to ensure a comprehensively engaging campaign that was able to scale on a global basis yet never lost sight of the campaign goal of reaching high value business mobile executives in a places they’d be the most receptive to our message. I’m so pleased to see the work win an award for innovation in media and richly deserves recognition as an outstanding plan"
-- Anna Griffin, VP World Wide Corporate Marketing, Juniper Networks