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.

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.

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.

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.

"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