Awards 2015 case study: Best brand initiative – Juniper Networks

Grafitti-style protest posters, cowboy videos, and micro-targeting across Lower Manhattan  helped  increase Jupiter Network’s brand recall rate by a whopping 1100 per cent


Networking technology company Juniper Networks worked with John McNeil Studio to launch a provocative geo-targeted OOH campaign to connect with IT decision makers at 22 financial service companies in Manhattan.

‘Your ideas. Connected’ focused on a single vertical market, allowing Juniper to micro-target companies and key executives it wanted to reach.

The highly targeted campaign used bold ads in the centre of the financial industry in Manhattan with messages that were deliberate in content and style. The advertising included billboards, taxi tops, bus shelters and pub mats. The brand also released a series of ‘Don’t Fence Me In’ web films featuring beleaguered IT cowboys who bet on the wrong cloud.

"The targeted campaign opened doors to new strategic financial services prospects, and was hugely popular with the local sales team”

 Michael Callahan, vice president of marketing

A look inside

Category name: Best brand initiative

Programme name: ‘Your ideas. Connected’

Agency: John McNeil Studio 

Client: Juniper Networks