FireEye OOH Case Study

Objective

FireEye, an intelligence-led cyber security company that protects customers with innovative technology and expertise from the front lines wanted to reach C-level tech influencers. They wanted to increase awareness and consideration for FireEye, demonstrate its leadership in the industry and support its sponsorship of the RSA Conference.

Activation

PJX developed a short term tactical plan deployed exclusively in San Francisco around the RSA conference at the Moscone Center. The overall strategy was to reach this target during this conference, by surrounding the Moscone Center and key areas of San Francisco where attendees visit during the event. OOH media was deployed at multiple touch points throughout San Francisco to ensure FireEye was top of mind. Tech influencers were immediately reached as they arrived at SFO and messaging continued to surround them throughout their journey with a static bulletin spectacular and targeted Downtown street level placements that featured multiple messages that ran throughout the event at dominant SOV levels. The campaign consisted of static and digital OOH effort and deployed within within weeks.

Results

This effort become a model for FireEye to scale. They continued to demonstrate their leadership by deploying this “sponsorship” tool box adjusted slightly for local OOH market landscapes to help support other key conferences including Black Hat and CDS.