BtoB's Best: Nontraditional: Cisco Systems

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Agency: George P. Johnson Co., Boston Campaign name: Cisco House Launch date: June 2012 Why we liked it: The C-suite crowd is notoriously difficult to corral. But build a compound with an unfettered view of the Olympic Park during the 2012 London games, and they will come. While the execs no doubt enjoyed the unforgettable view, they also had the opportunity to learn about how Cisco technology is transforming the way the world does business. Cisco House, which included a 3-D theater, was well-appointed with the latest Cisco-enabled electronics that spoke volumes about the company's brand, products and services. At the games, Cisco made the most of its captive audience, many of whom likely didn't want to leave that well-wired lap of luxury.
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