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Cisco WebEx » Pass the Ball

Apr 20, 2009

Multi channel global launch

How do you help a market-leading company increase the size of their business? By identifying a new audience and developing a new proposition.

For Cisco WebEx, we created Pass the Ball, a campaign targeted at young influencers who have recently joined the workforce. Rather than talking about online meetings – which sound rather formal – we talked about sharing the ideas. Much more fun! We took the WebEx ball which is featured in the product and put it at the heart of the campaign. Sharing an idea became “passing the ball”.

We used Hockney-style photography to show people all over the world connecting and collaborating, a striking visual style that’s perfect for everything from online banners to cross track posters.

The campaign was multi-media, including online advertising, a game, social media, outdoor, digital escalator panels and live launch events in London, Berlin and Paris.

These events included a 7ft high video booth in which people were invited to record their ideas which were then posted on the campaign website.

The result? New messaging that would create buzz in the market and exponentially increase numbers of clicks.