-By making internet security a mainstream theme, we knew the professionals making security decisions in their companies, would be asked about the movie by friends and colleagues.

-Lo and Behold: Reveries of the Connected World was created to raise debate around the power and fragility of the internet.

-We enlisted legendary filmmaker, Werner Herzog, to reveal the connected world: the good and bad, the future and past, the physical and emotional.

-The combination of the film’s theme and Herzog put Netscout in the center of the conversation. This allowed them to be featured in places like the New York Times, Wired Magazine, Huffington Post, The New Yorker, Variety and many more.

We launched the movie privately at the Sundance Film Festival. From there, the press took hold and the positive reviews helped to get us attention in publications like Wired, the New Yorker, Huffington Post and many more. The documentary received 93% on Rotten Tomatoes and was called "Improbable and Irresistible" by the NY Times.

With the positive reviews coming from Sundance in January, to the documentary's release in August anticipation had built, and when it was released it became one of the most watched documentaries online.

Tier 1) Coverage ranged from the New Yorker, to the New York Times, to Vogue, Vanity Fair, FastCo. and countless other reputable publications. The quantity of the coverage was massive.

Tier 2 & 3) Searches of Netscout expanded from 2.5 to 25billion and after the launch of the documentary the client received more new business inquiries than it had in its history. Netscout was able to make the conversation bigger than traditional advertising.

-The PR around this idea was of equal importance to the content of the film. In attracting the general public through PR, Netscout was able to engage key IT professionals and C-Level decision makers.

-In this B2B environment everyone tries to target decision makers, but we got their attention by targeting a larger audience with a bigger conversation.

-We knew our target audience was not looking at ads for solutions to their company’s internet security. So we decided to make a feature film with Werner Herzog to entice a wider audience.

- Get the world to talk about the movie through PR around the movie.

-Through search, retargeted banners, our website, and private screenings we connected the dots between the movie and Netscout’s services.      

-Position Netscout as the trusted ally to all “guardians” (IT professionals) who protect our connected world.

-This was an idea created by an agency for a formerly boring b2b client. turned into a movie. screened in the most prestigious film festival. sold to a distribution company for more than the production costs. And is used to frame every contact point and sales meeting after that. best new-business tool the client ever had.

-Netscout is the market leader in network management solutions yet many C-level executives didn’t understand their value.

-We moved backward. Target a huge public audience and get the attention of business decision makers that way.

- Then we initiated the conversation by reaching out to the same targeted audience through search, retargeted banners and one-on-one conversations with our sales force.