CHALLENGE:Instigate a one-to-one relationship with small to medium-sized enterprises (SMEs) to show that Cisco is a committed and innovative technology solutions provider.STRATEGY:In a complete media first, Cisco ran the first-ever live, interactive webcast streamed through an online ad unit that allowed users to post questions and receive answers in real time from a Cisco representative. For an audience short of time in a cluttered media environment, the solution generated impressive cut-through. RESULTS:We reached over 1.8 million online business users, increased brand awareness by 13.1% and online SME awareness by 18.6% as almost 10,000 viewers took part.