Nortel debuts TV campaign

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Toronto—Following on the heels of its “Cisco Energy Tax” print and online campaign launched in May, Nortel Networks kicked off a TV effort Tuesday, taking direct aim at its main competitor in the networking space.

The campaign, developed by McCann Erickson, San Francisco, is running on CNN and drives viewers to a landing page where they can compare energy costs when using Nortel and rival Cisco Systems’ equipment.

“We found ourselves with a home run in terms of results,” said Lauren Flaherty, CMO of Nortel, pointing to the success of its earlier campaign in May.

That effort, which first used the “energy efficient calculator,” was so successful that Nortel decided to pull its fall schedule of TV spots and instead develop a new TV spot that would focus exclusively on the energy calculator.

The campaign also includes online ads and a social media effort.

—Kate Maddox

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