NEW YORK TIMES TAKEOVER by Ogilvy & Mather New York for Cisco

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NEW YORK TIMES TAKEOVER

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Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Jeff Compton, Peter Kang
Art Director Francisco De La Torre-Rocha, Regina Smith
Account Supervisor Tanya Ponce
Released January 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: CISCO
Product/Service: COMPUTER NETWORKING SYSTEMS
Agency: OGILVY WEST
Agency: NEO@OGILVY
Date of First Appearance: Jan 13 2010 12:00AM
Entrant Company: OGILVY WEST, Culver City, USA
Entry URL: http://awardssubmissions.com/nyt
Co-President/Chief Creative Officer: Dan Burrier (OgilvyWest)
Co-President: Heather MacPherson (OgilvyWest)
Executive Creative Director: Peter Kang (OgilvyWest)
Executive Creative Director: Jeff Compton (OgilvyWest)
Group Creative Director: Johann Conforme (OgilvyWest)
Group Creative Director: Bob Strickland (OgilvyWest)
Associate Creative Director Digital Innovation: Sam Bergen (OgilvyWest)
Associate Creative Director/Copywriter: Lisa Carey (OgilvyWest)
Art Director: Regina Smith (OgilvyWest)
Art Director: Francisco de la Torre-Rocha (OgilvyWest)
Marketing Technology Director: Helen Jen (OgilvyWest)
Director of User Experience: Henry Kuo (OgilvyWest)
Information Architect: Elana Glazer (OgilvyWest)
Project Manager: Dawn Fang (OgilvyWest)
Project Manager: Mikette Miller (OgilvyWest)
Managing Director Cisco Brand Services: Bill Jeffway (Ogilvy & Mather)
Group Account Director: Richard Kim (OgilvyWest)
Management Supervisor: Caitlin McNulty (OgilvyWest)
Account Supervisor: Tanya Ponce (OgilvyWest)
Assistant Account Executive: Kristen Palchak (OgilvyWest)
Media placement: Online Rich Media - www.nytimes.com - 13/01/2010

Results and Effectiveness
Cisco believes that video will change the way we live. To show this, we transformed The New York Times from static print into dynamic video. The result was a first a kind media placement that enticed an astounding 22% of nytimes.com visitors to expand and engage with Cisco. The average viewer watched more than one minute of video, and over 195,000 people expanded the video mode at least twice. Links to the Cisco ad were shared on Twitter, Facebook and in various blogs. In the words of one blogger, it was “a rare online advertising trifecta: strategic, useful and disruptive!”

Creative Execution
Creatively, we wanted to reinforce Cisco's brand message that video can change the world. We looked for the simplest and most impactful way to communicate this message: showing the power of video by using video itself. We decided to transform The New York Times, something people read, into something they could watch using dynamic, relevant, and real-time video. Beyond the concept being innovative, both the placement and the execution were also a first of their kind. We had to work closely with The New York Times to figure out how we could transition a traditional ad space into a full-blown video takeover. Fortunately, The Times were as excited about the idea as we were which enabled us to work directly with The Times Ad Technology team throughout the project.

Insights, Strategy & the Idea
On Wednesday, January 13, Cisco brought The New York Times to life in video. Cisco’s CEO John Chambers believes that video is the future of all communication, and working closely with The New York Times, we were able to create a truly unique video experience, ultimately giving people a chance to engage with The New York Times in a completely new way. The first of its kind, Cisco created a Video Mode for The New York Times where each article was dynamically transformed from static words into video. Collaborating with The Times and other content partners, each homepage story came to life with relevant and current videos from all over the world. The videos were updated continually throughout the day to constantly mirror The New York Times articles as they were published.