Cisco Boooming
Cisco Germany
Issue 4 | July 2008
Agency
OgilvyOne worldwide Frankfurt
Creative Team
Michael Kutschinski - Executive Creative Director;Uwe Jakob - Art Director;Nicole Holzenkamp - Art Director;Dr. Ulf Schmidt - Creative Director/Copywriter;Serena Stoerlein - Designer
Production Team
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Other Credits
Dr. Martin Weber-Schaeuffelen - Management Supervisor;Jan Leopold - Management Supervisor;Silke Gehrmann - Account Executive;Martin Molter - Account Executive
Date
July 2006 - ongoing
Background
With Cisco Unified Communications Solutions, enterprises can ‘plug in’ voice activation to their IT network and benefit from innovative communication solutions as well as cost reductions. Cisco wanted to communicate this message to technical and business decision makers during the Soccer World Championship 2006 in Germany.
Idea
To demonstrate the power of Unified Communications Solutions in a playful way that was fitting for the tournament, OgilvyOne worldwide Frankfurt created the world’s first ever voice-controlled Soccer Online Game. Users visiting the website were given a special telephone number. By calling this number on their telephone, they connected to the website and could shoot penalties using their voice. In so doing, they literally connected telephone and internet (simulating the product benefit) and ‘felt’ the power of a united telephone- and data network.
Results
Within the first six weeks of the campaign (during the World Championship in Germany), more than 100,000 users visited the website. Given the fact that this was a B2B campaign communicating the benefits of the quite ‘rational’ Unified Communications Solutions for enterprises, this was a huge success. The campaign has gone on to win a host of international and national advertising awards.
Target Audience
The primary target was technical and business decision makers in mid-sized to large enterprises, but beyond that the aim was to reach a broader audience to build awareness for Cisco Solutions.
Our Thoughts
In our editorial meeting, we took it in turns to sit in front of the PC and shout at it. God knows how it works, but if you phone the number on the Cisco website, you get to use your voice to fire penalties at the goalie. The louder the shout, the more force behind the ball. This was a B2B campaign so only 100,000 got to play. I’m sure millions more would love it, given the chance.