Cisco unveils Euro 2000 campaign

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LONDON--Global Internet network company Cisco Systems is boosting its brand presence in Europe with a pan-European campaign and a deal with ISL, the sports event media company, to be an official supplier to the EURO 2000 soccer championship in June.

During EURO 2000, Cisco's brand marque will feature during live TV broadcasts of the 31 matches, which are expected to reach nearly 10 billion viewers worldwide, and on stadium digital replay screens to be viewed by 1.2 million spectators.

At the same time, Cisco will unveil between June 5 and July 2 a series of three new commercials in Belgium, France, Germany, Italy, Sweden and Switzerland.

Created by GMO/Hill, Holliday, San Francisco, the ads will form the second series of Cisco's previous "Are you ready?" TV campaign, launched last year. Featuring young and old people of mixed nationalities in locations such as South Africa, the Czech Republic and China, the ads aim to highlight ways the Internet is changing people's lives, particularly in work and education. One tagline says: "One day training for every job on earth will be available on the Internet."

According to Forrester research, up to 80 million households in Europe will use interactive TV to go online by 2005, while more than 219 million people, or a third of the European population, will access Internet services using mobile phones by 2003.

Copyright May 2000, Crain Communications Inc.

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