Illuminating the urgency of visibility
In a world where a network’s performance can be compromised in milliseconds, we shifted IT professionals’ perceptions of Gigamon from a luxury to a necessity.
The campaign, “Don’t Blink,” dramatizes something we can’t see (network speed and security) by showing things we can. We chose to highlight “millisecond stories” from the natural world instead of the man-made — a dramatic departure and contrast from the usual messaging in the space.
Lightning. Fire. The beat of a bee’s wings.
Standing out in a sea of sameness.
“Don’t Blink” was unveiled on stage at RSA Conference 2020, where the brand showcased network visibility, analytics, and security innovation.
Spreading the word both inside and out.
To expand the message and permeate it throughout Gigamon’s sales, marketing, and product teams, we designed out-of-home advertising that highlighted a range of interesting “millisecond stories.”
Creating engagement on social media.
The core video was repackaged into smaller units to extend its utility and increase engagement across social media.
Extending the campaign through the sales funnel.
The critical message of milliseconds and network visibility easily translated into a wide range of demand generation tactics, including dimensional mailers for the sales team.
Intelligence hub for total visibility.
A robust content hub serves as the core of the campaign with white papers, eBooks, and webinars.
Truth is the customer reality.
Beauty is in the brand response.