The notoriously inaccessible C-Level executive represents the single most important buying audience for our client Cisco. So we developed a new way engage to this coveted group, using the 2012 London Olympics as a marketing platform.
The result was Cisco House, a special 30 meter x 30 meter branded environment and experience that gave thousands of senior technology buyers unfettered access to the Olympic Games through Cisco’s point of view.
On top of the Westfield shopping center, Cisco House’s 20m high balcony allowed visitors clear views across the adjacent Olympic Park. Inside, the space was dynamic, creating peer-driven conversations through varying exclusive executive experiences that VIPs not only seek out, but also align to Cisco’s brand, products and services. It featured state of the art meeting rooms leveraging Cisco technology, interactive exhibits telling the Cisco business story via 3D and 360° theatres, networking lounges that transformed into a formal gala dining area and much more.
Over 15,000 guests experienced Cisco House, spending an average of two hours each in the space, with many attendees visiting the space repeatedly. Influential guests directly invited by Cisco or their Partners were immersed in the brand, Cisco’s values and the business transformation message in an environment that was both highly memorable, without feeling highly pressurized. Exit polls proved the power of the experience as guests rated enjoyment levels high, with the theatres and the transformation story regularly scoring the highest ratings. The polls also noted that the desired perception change of Cisco’s relevancy to business was achieved.
And with a logo that dominated the skyline, while providing an impressive view of the Games, Cisco House provided unforgettable brand experiences.
“It’s been a marketing dream come true…” – Tony DeSpirito, Schneider Electric, VP – Global Strategic Alliances
“…a design that should help take future b-to-b Olympic experiences to the next level.” – Event Marketer Magazine, Editor’s Pick, Best B-to-B Activation