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Nortel breaks ad campaign focused on energy consumption

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Toronto—Nortel Networks has rolled out a new ad campaign focusing on its energy efficient calculator, a proprietary tool that calculates energy consumption used by data networks in organizations.

“The energy efficient calculator is a tool we developed to help customers really understand the ROI associated with energy issues they are all facing,” said Lauren Flaherty, CMO of Nortel.

The campaign takes direct aim at competitor Cisco Systems in an ad running in the San Jose Mercury News with copy that reads: “Type this into your search engine: Cisco energy tax.” By doing so, users are directed to Nortel’s energy efficient calculator, where they can calculate and compare energy costs between data systems.

Another ad, running in The Wall Street Journal, has a large headline that reads: “Why 74% of data networks are costing you 100% too much.”

The campaign also includes podcasts, videos and blogs.

—Kate Maddox

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