Cisco on September 26 launched the second phase of its ‘Welcome to the Human Network’ brand campaign, called ‘The Human Network Effect’, in India. The corporate brand campaign is targeted at customers, partners and employees, and a wider audience, through a 360 degree multi-media platform involving television, out-of-home and digital media. The campaign has been designed by O&M globally and will be aired on 16 news and infotainment channels for five weeks.
Commenting on the ad spends, Nupur Sharma, Head - Brand Strategy and Advertising, Cisco India & SAARC, said, “As a company policy we do not share figures, but percentage wise we have spent 40 per cent on TV, 40 per cent on digital, 20 per cent on outdoor and another 20 per cent on search platforms like Google. Also digital is something that we are going to take up big time in financial year 2009 as the Internet has become a part of our lives.”
Sharma further said, “The Internet is evolving into a network of people, changing how we consume media, communicate, collaborate and innovate. With ‘The Human Network’ campaign, Cisco is redefining its branding efforts in India to highlight how its technologies are changing the way we work, live, play and learn. Ultimately, our target audiences care about the effects of technology, and that’s what Cisco will highlight in this next phase of the Human Network campaign. Our earlier campaign helped Cisco to increase its brand positioning by 15 per cent.”
Talking on the creative idea, Deep Sen Gupta, Vice-President - Client Servicing & Business Head on the Cisco business at O&M, said, “Essentially, if we go back to the ‘Human Network Campaign’, it was designed to put across to the consumers that the Internet is not just a network of computers but a network of people to create wonderful things. This new campaign ‘Human Network Effect’ is the next level to demonstrate the effects of human network and the results of human network activated. The campaign shows that with the help of video communications we can save on the travel cost and bring people closer. It also cuts the cost and use of power impacts and energy resources and is a brilliant platform for networking.”
Talking on the objectives of the campaign, Sharma said, “Our objective is to introduce the brand to the critical target group, build awareness and respect for the brand.”
The campaign focuses on seven Network Effects – the ‘new collaboration effect’, the ‘break down barriers effect’, the ‘save more travel less effect’, the ‘power when you need it effect’, the ‘launch products faster effect’, the ‘save the planet effect’, and the ‘knowledge is power effect’. These focus points will demonstrate the real business and social benefits of people coming together using Cisco technology and illustrate the impact of leveraging the full power of the Network.
The campaign emphasises on a strong digital focus with Web 2.0 tools such as blogs, RSS Feeds, Webisodes, Podcasts, Click 2 Chat and Video on Demand integrated on a new environment created on the Cisco website that mirrors the ‘Human Network Effect’. This section lets visitors interact and share information and ideas with one another, business partners and Cisco employees.
The first phase of ‘The Human Network’ advertising campaign was launched in India in February 2008. The campaign was first introduced in the G8 countries in 2006 when Cisco announced a re-branding effort with a new logo, corporate website and an advertising campaign intended to build an emotional connect and communicate the value that Cisco, via networking and the Internet, brings to people’s businesses and lives.