Simple! Startle them so that they understand the importance of network protection. We tapped into the consumer insight - 'bad things always happen to others, not to me'! Identifying this attitude, we shook them out of their false security by creating a ‘fear factor’. Two ransom notes were sent. Each carried a threat that someone was going to destroy their data. The message was made from letters cut out from newspapers and magazines. This was followed by a mailer, saying 'Help Has Arrived'. Explaining how Cisco’s Security Solutions guard against hackers, worms and viruses, protecting companies’ confidential data and information.

The campaign created a lot of buzz around Cisco's security offerings. It succeeded in jolting the customers out of their false sense of security. This success allowed us to launch industry specific campaigns, which resulted in very high response rates with a conversion rate of 16.1%. The campaign generated an ROI of 1:2.1 vs a target of 1:1. In a category like Network Security lead times on decision making are generally 6-8 months. This campaign generated such high levels of interest that we managed to get the hugely impressive ROI of 1:2.1 within the short span of 3 months.