Alcatel-Lucent Launches a Global Advertising Campaign Celebrating the Always On Way of Life
Posted on April 9, 2008
Filed Under News, mobile media
PARIS, April 9 /PRNewswire/ — Alcatel-Lucent (Euronext Paris and NYSE:
ALU) launched a global advertising campaign today that explores and
celebrates how individuals are leveraging innovations in communications to
transcend the limitations of location and time.
Using real-life examples, Alcatel-Lucent’s new advertising campaign
highlights people around the globe who use advances in communications
technology to create and design their lives and professions based on their
own dreams and values; people the company refers to as Always On
innovators. Being Always On does not mean staying connected every minute of
every day. It’s about using today’s advanced communications technology on
your own terms to find your perfect balance of family, friends, work and
play.
“Every day, Alcatel-Lucent employees around the world work to invent
and advance the technologies that are transforming the way the world
communicates. The people featured in our new advertising campaign are real
people. Their inventiveness motivates us to keep searching for better and
more exciting solutions to help keep our world Always On. This is what I
found extraordinary,” said Caroline Guillaumin, Vice President
Communication and Sustainable Development of Alcatel-Lucent.
The campaign features individuals who use communications technology in
unique and compelling ways, from a teenage fashion blogger in Paris to an
Indian architect designing retail stores throughout India.
“At the time of the merger, Alcatel-Lucent’s advertising message was
‘Because the World is Always On.’ With the new campaign, the company is
extending the notion of Always On while capturing the spirit of change and
innovation that is at the heart of Alcatel-Lucent’s mission of transforming
the way the world communicates. It is this idea of transformation, which
the campaign highlights. What people are living, their passions and their
way of life were completely impossible a few years ago. In fact, they have
invented a new way of life,” said Jean-Pierre Villaret, President of June
TwentyFirst.
“We have been charmed by this capacity to adopt the technology to use
it in a very personal way. Thus, we decided to add the key verb
‘transforming’ in the signature: “Transforming communications for a world
that is Always On.” A world Always On is a more intense world, a more
imaginative and more open one,” added Benoit Viala, Partner of Euro RSCG
C&O.
The campaign features today among others:
— Olga, a 15-year-old Parisian blogger who has 40,000 loyal fans of her
blog, a fascinating teenager’s guide to Paris.
— Urko, who founded a virtual record label that allows musicians
everywhere to contribute their work, which is then mixed, produced and
distributed online worldwide.
— Katell Gelebart, an eco-designer using recycled materials to create her
fashions for clients around the globe.
— Elshopo, an on-line artistic silkscreen studio and experimental
workshop created by three friends living in Berlin, Paris and Tokyo.
— Tricia Mendez, a Miami-based travel planner specializing in ultimate
custom vacations anywhere in the world.
— Ram Doultani, an Indian retail architect who designs buildings,
coordinates suppliers and manages construction sites via a mobile
office — his laptop.
— Marlon Richardson, a web designer and photographer who makes technology
work for him so he can have more time to pursue life to the fullest.
This new campaign was developed by June TwentyFirst and Euro RSCG C&O
and will be launched on print, TV and online media in Europe, North America
and Asia.
These and other profiles can be viewed on a new dedicated website
http://www.theworldisalwayson.com. New profiles will be added in the future.
About Alcatel-Lucent
Alcatel-Lucent (Euronext Paris and NYSE: ALU) provides solutions that
enable service providers, enterprise and governments worldwide, to deliver
voice, data and video communication services to end-users. As a leader in
fixed, mobile and converged broadband networking, IP technologies,
applications and services, Alcatel-Lucent offers the end-to-end solutions
that enable compelling communications services for people at home, at work
and on the move. With operations in more than 130 countries, Alcatel-Lucent
is a local partner with global reach. The company has the most experienced
global services team in the industry, and one of the largest research,
technology and innovation organizations in the telecommunications industry.
Alcatel-Lucent achieved revenues of Euro 17.8 billion in 2007 and is
incorporated in France, with executive offices located in Paris. For more
information, visit Alcatel-Lucent on the Internet:
http://www.alcatel-lucent.com
SOURCE Alcatel-Lucent via PRNewswire
Share ThisComments
Leave a Reply