'Long tail' runner up for Best customer relationship campaign for Cisco

Cisco is a major global supplier of network equipment and management of the Internet. 

The objective of the campaign was to generate demand for Cisco's products and services among its low-propensity and lapsed client base - the 'long tail'.

The scale of the campaign meant that Cisco's marketing, telemarketing and sales teams needed to work closely with Loewy to utilise real-time information and ensure that the telemarketing team were able to follow up all contacts as soon as possible.
Personalised mail pieces and microsites, involving the amended title of two Hollywood films, were sent to the target audience:

• 'The Usual Suspects' became 'The Unusual Suspects', with the message of how normally unsuspecting people can become an ID security threat 
• 'When Harry Met Sally' became 'When Harry Missed Sally', demonstrating how two colleagues missed crucial decisions, meetings or deadlines due to their lack of Cisco's unified communications.

The rate at which communications were dispatched was controlled by the telemarketing team via a tailored end-to-end marketing campaign system, built by Loewy. By this means the team could follow up communications at a manageable rate.