Ciena Ethernet Product Launch & Demand Generation

Objective: As Ciena launched its new Ethernet solution, the company wanted to ramp up awareness, get new leads on board and position itself as a visionary technology leader in the Ethernet space.

Approach: We intrigued the international audience with an initial touch that was light on copy and heavy on benefits, with modern, clean airport imagery. Two waves of global direct mail, bolstered by targeted emails and online marketing, drove prospects to a customized microsite packed with downloadable assets and a Flash-based demo.

Highlights: