Cannes Lions

IT TELECOMMUNICATIONS

MINDSHARE WORLDWIDE, London / CISCO / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The live webcast ad unit showed the SME audience that Cisco is far from disinterested in them but actively seeking to provide relevant, tailored content. With built-in chat functionality, the live webcast gave SMEs the chance to raise issues and receive an engaging response directly from Cisco – effectively within a live Q&A environment. This proved so effective that 300% more participants joined this Webcast compared to traditional webcasts.

Outcome

The campaign reached over 1.8 million online business users and attracted almost 10,000 live webcast viewers. Brand awareness went up by 13.1%, online awareness among SMEs by 18.6%, and Dynamic Logic said the campaign was “excellent” in Aiding Brand Awareness. It also drove a positive 11.5 shift in brand perception.

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