To link football to security, we used the theme of Self Defending Networks, Protecting from Attack. Visuals were of footballers either defending or attacking, in six-sheet posters, newspaper ads, taxi sides and seats, and beer mats.

The campaign included a 10” ident in which a football is kicked towards a goalmouth that is defended by an invisible electronic shield. The ball simply bounces off.The digital campaign was built around Telegraph Online’s sponsorship of Euro 2004. Flash-based banners challenged readers’ knowledge and skill of how to maintain a secure defence. Others invited users to take penalty shots at an impenetrable goal.

Pre and post campaign research by Survey.com moved Cisco from third choice in IT security purchase preference to first over the course of the campaign. A shift potentially worth tens of millions if converted to sales. Looking at the unprompted association with Euro 2004 amongst the exposed audience, Cisco was the top mention (16%) with Coca-Cola, one of the official sponsors, beaten into second place (9.3%).