Agency: John McNeil Studio
Name of campaign: “The New Network Is Here”
Launch date: October 2009
Art director: John McNeil; creative director: Kim Leliboux
Why we liked it: Juniper's integrated campaign is a textbook example of the genre with the entire campaign being built around the tagline, “The new network is here.” With the tagline, Juniper, which was introducing its new Junos operating system, positioned itself as unafraid of taking on Cisco Systems with its “The human network” tagline. To underscore the innovation it was bringing to the network, Juniper used a teaser ad in The Wall Street Journal to drive prospects to a website where an ancient, sad sack computer terminal—think of a worn out HAL—represented the “old network.” In its digitized voice, this computer bellyached about the difficulty in handling the 4 billion devices worldwide connected to the network and longed to play a little Pong. (We opted in for a point and gave the computer a whupping). Another eye-catching execution was a transparent cube constructed in Manhattan that was filled with detritus of old computers and wiring. It again represented the old network and was more like a modern art installation than a marketing tool. Then after these introductory efforts to grab our attention, Juniper drove home the benefits of how the new-network issues it is solving won't go away with old-network thinking.