Effective campaign with a 400% increase on ad awareness, a 75% lift in message association & 40% lift in brand favourability.
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.
- To increase awareness of the Cisco brand among business
and IT decision makers.
- To position Cisco as "A smart innovator".
- 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
- 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
- The campaign experienced significant lifts in all branding
metrics, principally in ad awareness on Times Online and
- 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