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Strategy / Creative

Raising Brand Awareness and Making Meaningful Connections for SonicWall

After spinning off From Dell, network security provider, SonicWall quickly needed an integrated global campaign in support of its rebrand and relaunch.

 The Challenge

For SonicWall’s first integrated marketing program since being spun-off from Dell, it was important to have a strong, meaningful position to support the company’s re-branding and re-launch.  Another key requirement was to get the new campaign in-market quickly. In a crowded market where the competition is focused on promoting fear through growing cyber attacks, it was imperative to cut through the clutter with fresh creative and messaging.

The Solution

We decided to flip the conversation on its head and let customers, channel partners, and employees know that with SonicWall’s innovative products and services, people can Fear Less about damaging cyberattacks like email phishing scams, malvertising and ransomware, and focus more on growing their businesses.

In support of that positioning, we launched Fear Less, a global campaign designed to communicate how small and mid-sized businesses can innovate more and fear cyberattacks less by deploying SonicWall’s real-time breach prevention and detection solutions.

Launched in three global regions and seven languages, the campaign featured over 500 banner ads and included a new website, social media, lead generating marketing automation, tradeshow graphics, outbound marketing materials and internal communications elements. The campaign went from concept to roll out in just 90 days.

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What The Client Said

“Imaginuity was a key partner in fleshing out the Fear Less idea. They helped us understand how focusing on the positivity of Fear Less could strengthen our niche in the marketplace, creating three market-leading cyber-led marketing programs, launching a new website, and implementing a global digital ad campaign.” – Bob VanKirk, SonicWall CMO

The Results

The marketplace has responded well to the campaign and SonicWall’s product and service offerings. According to independent market research firm NPD Group:

  • SonicWall reported more than 55 percent year-over-year growth
  • Leapfrogged key competitors and moved from the bottom of the top 10 firewall providers to #1
  • Realized three consecutive quarters of double-digit top- and bottom-line growth
  • Since the campaign’s launch, more than 18,000 partners registered for the SecureFirst partner program, with 5,000 partners new to the company

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In addition to stellar market performance and a happy client, Imaginuity has won seven 2017 MarCom Awards for our work with SonicWall. The Fear Less campaign won three Platinum MarComs in the categories of Campaign Launch, Web Display Ad, and Illustration/Graphic Design/Infographic, respectfully. For the design of SonicWall’s Corporate website, we also won a total of four Golds, one of which was a Gold MarCom for Branding Guidelines.