Cisco Systems ‘Breakaway Schools Programme'
Agency: OgilvyOne Worldwide
Client: Cisco Systems
The Cisco Breakaway Schools Programme aims to offer advice and information to help those in primary education make the most of technology for teaching and administration purposes.
To deal with any IT scepticism they might face, Cisco ensured that the whole campaign - from creative to content - focused on education rather than IT elements.
The creative featured an authentic old school desk with personalised exercise book full of case studies demonstrating how local authorities had worked with Cisco to achieve their objectives. This was followed by a call from Cisco explaining their work in greater detail.
The campaign achieved an increase in response of 720 per cent and an increase in leads of 500 per cent, compared with previous education mailings. The result was leads worth more than £291,000
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