Cisco Systems NetAid


An integrated campaign involving major concerts in three cities (Geneva, New York, London), all webcast, in conjunction with the United Nations. Major music acts participated including Bono, Sting, Sheryl Crow, Diddy, David Bowie.


Cisco Systems, with partners Akamai and KPMG


United Nations and related cause organizations

Sponsorship Investment:

Not available



  • Generate substantial attention at the World Telecom trade show in Geneva
  • Develop a platform for showing how Cisco and the Internet can positively impact society on a global basis
  • Contribute substantially to a major world cause
  • Provide tools for Cisco business development people to sell product

Primary Sponsorship Benefits

  • Cisco positioned as “owner”, visionary corporate driver of project
  • Cisco imagery integrated throughout all materials, on well-branded stage (behind performers) and in TV and radio programs
  • Drove 40 million web hits over 24-hour period, the largest Internet audience ever at that time
  • Global audience via Turner Networks and VH1 of over 100 million
  • Provided platform for Cisco leadership to be positioned alongside world leaders
  • Unique hospitality opportunity for Cisco representatives to enhance relationships, generate sales