Cisco Launches Its First Brand Campaign On National TV Aug. 24; Sneak Preview of the TV Campaign Will Debut on the Internet Aug. 17
Business Wire - August 17, 1998 08:14
SAN JOSE, Calif.--(BUSINESS WIRE)--Aug. 17, 1998--Cisco
Systems Inc. (Nasdaq:CSCO), the worldwide leader in networking for
the Internet, Monday announced that on Aug. 24, it will launch its first
national television advertising campaign, introducing Cisco to a much
broader consumer audience.
An exclusive sneak preview of the TV spots will be broadcast on the
Internet at www.cisco.com the week of Aug. 17.
Initially, the multi-million dollar TV campaign will be introduced in
several top U.S. markets, expanding later across the United States and
Canada. A series of 30- and 60-second spots will be placed in key
sports, news, and prime-time network programs, as well as business and
technology shows. This broadcast campaign complements other
corporate branding advertising done in print and online media.
Virtually all the information on the Internet travels across the "systems"
or networks of one company: Cisco Systems. To Cisco customers, the
company already stands for fast, reliable, secure networks.
The goals for this campaign are to elevate Cisco's brand as the global
Internet communications leader in combined data, voice and video
networks; reinforce its brand value to business customers; and extend its
established business-to-business brand to a broader consumer audience
in support of key partners.
The TV advertising campaign was created by Cisco's San
Francisco-based agency, Goldberg Moser O'Neill (GMO) and
complements similar on-line and print work by GMO and Cisco's direct
market agency, Miller Huber.
Using the tagline "Empowering the Internet Generation," the Cisco
campaign focuses on the power of the Internet, the personal
empowerment it generates for users worldwide, and Cisco's role in
empowering an entire new generation of consumers, companies and
countries.
"Most experts recognize that the new economy is really shaping up to be
an Internet economy, and like the Industrial revolution 200 years ago,
the Internet is poised to reshape the fortunes of people, companies, and
countries," said Keith Fox, vice president, corporate marketing at Cisco.
"One of our goals is to convey Cisco's key role in this new Internet
world, and convey the 'urgency' and 'opportunity' behind this change.
The big question everyone needs to ask is: 'Are you ready?'" Fox
added.
About Cisco Systems
Cisco Systems is the worldwide leader in networking for the Internet.
News and information are available at cisco.com.
NOTE TO EDITORS: Cisco, Cisco Systems, Cisco IOS and the Cisco
Systems logo are registered trademarks of Cisco Systems Inc. in the
United States and other countries. All other trademarks mentioned in this
document are the property of their respective owners.
CONTACT: Cisco Systems Inc.
Doug Wills, 408/527-9475
dwills@cisco.com
Randi Paikoff Feigin, 408/527-1099
rfeigin@cisco.com |
