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CASE STUDY: Cisco & Times Online TV - "Smart Innovation"

Provided by News UK
Effective campaign with a 400% increase on ad awareness, a 75% lift in message association & 40% lift in brand favourability.

What was the Challenge / Background of the Campaign?

As worldwide networking leader, brand Cisco Systems has a heritage of innovation. Cisco aimed to portray the image of "A smart innovator" to their audience in a unique way. The launch of Times Online TV was the ideal platform to demonstrate technology innovation in action. Times Online presents a huge opportunity for brand owners to align their brands with a highly targeted audience. WHY TIMES ONLINE? Because key users are high powered business individuals with key decision making responsibilities matching audience profile of Cisco who provide much technology behind Times.

What was the Campaign Objective?

CAMPAIGN OBJECTIVES - To increase awareness of the Cisco brand among business and IT decision makers. - To position Cisco as "A smart innovator". CAMPAIGN SUMMARY - The innovation of Times Online TV was well suited to Cisco's brand objectives. - The campaign demonstrated to advertisers the effectiveness of Times Online TV as a successful branding vehicle.

What was the Solution?

TIMES ONLINE SOLUTION - To exclusively sponsor the launch of Times Online TV to reinforce Cisco's association with smart innovation. Times Online TV is a pioneering platform delivering video news. For the first time multi-media ads were exclusively introduced, representing Cisco's relationship with Times Online. - To reinforce the sponsorship of Times Online TV by editorial links on Times Online's homepage and other high profile areas of the site. - Display advertising via banners and skyscrapers to maximise reach.

What were the Results?

CAMPAIGN RESULTS - The campaign experienced significant lifts in all branding metrics, principally in ad awareness on Times Online and message association. - Consequently, the increases had an impact on raising brand preference and purchase consideration. STATS on influencing I.T decision makers: 400% increase on ad awareness, a 75% lift in message association & 40% lift in brand favourability.

What were the Key Learnings of this Campaign?

"The relationship between technology and media has become increasingly complex... Many media platforms have come to rely on innovative technology as a key driver for audiences... We continuously look to innovative technical partnerships with key media owners... to target senior professionals with decision-making responsibilities. Times Online TV was an ideal platform to help communicate our key message, demonstrating technological innovation in action...the results significantly exceeded our expectations." Andrew Sibley - Head of Brand & Advertising - European Markets, Cis

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsKey business and I.T decision makers who view Times Online
25 - 34
35 - 44
Female
Male
AB
LOCAL MEDIA / NATIONAL
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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