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Home / Work / Creative Development / WatchGuard / "SecuRED"

Objective: To elevate Watchguard's presence and give the company marketing personality in the network security industry.

Challenge: A very crowded category with many competitors offering "me-too" propositions.

Solution: Since Watchguard is known for its distinctive red hardware, Hodgson/Meyers built a distinctive campaign based on that color. The position line became Get Red. Get Secured. Print, interactive trade show graphics, and backlit airport displays featured large, fierce, colorized animals. Red lions, elephants, bulls and bears were placed in industry verticals where WatchGuard's hardware would be found, symbolizing the security and protection its products provided.

Results: Said Margaret Liddiard, Director of Marketing Communications for WatchGuard Technologies: "This campaign is the most memorable one I've worked on in many years. We were searching for a way to make WatchGuard really stand out in a noisy, crowded B2B tech market, and this campaign is helping us do that... And it has been enthusiastically adopted throughout the globe by our field marketing teams and partners."