Launching in Spring 2007, the Hyperconnectivity campaign is a new advertising effort seeking to firmly plant Nortel as a leader in the future of global telecom and data networking. The messaging is based around the notion of “Hyperconnectivity,” a term describing the current state of technology in which the number and types of devices connected to networks is growing at an exponential rate – encompassing person-to-person communication, person-to machine communications, and machine-to-machine. Hyperconnectivity refers to mobile devices – cellphones, laptops, PDAs, MP3 players, cameras – as well as automated devices and machines – ATMs, cars, refrigerators, elevators, cooling systems, lighting systems...the list goes on.
By using the term “Hyperconnectivity,” and in a sense, owning this trend, Nortel is positioning itself as a thought leader around the issues facing the industry today. The complexity created by all of these varying networks and technologies is a challenge that businesses will have to face and solve. In this complex environment, Nortel’s philosophy of “Business Made Simple” holds more meaning than ever.
We are retaining the line, “Business Made Simple,” but we are not using it in the traditional tagline sense. It will only be used as a philosophy or rallying cry. In practice, it will be used within copy, i.e., hereforth it should not be locked up with the logo treatment. This will give the line more context and meaning.
Nortel deployed a fully integrated, targeted marketing campaign with advertising in specific global markets – Chicago, London, Singapore, and Mexico City - including:
Hyperconnectivity Terminology Usage
- “Hyperconnectivity” is to be used as a noun and adjective only (i.e., “Hyperconnectivity,” “Hyperconnected”). “Hyperconnectivity” is not to be used as a verb. Example: do not use in the following sense: “We are currently hyperconnecting our employees.”
- “Hyperconnectivity” as a noun is a state of technology. Depending on how businesses deal with this state, it can be a problem or an opportunity. The term “Hyperconnectivity” itself has no inherent good or bad values.
- Hyperconnectivity can apply to people on an individual level, and on a larger level, it can apply to companies and the world in general.
- “Hyperconnectivity” is to be written as one word with no hyphen. However, for the sake of graphic expression the word may be broken into two lines and hyphenated:
HYPER-
CONNECTIVITY
- Capitalization: When used in a headline, “HYPERCONNECTIVITY” should be in all caps. When used in body copy as a noun, “Hyperconnectivity” should be initial capped, and as an adjective, "hyperconnected" should be all lowercase letters.
Additional campaign guidelines are available in the Hyperconnectivity + Business Made Simple Campaign Guide and Hyperconnectivity Partner Campaign Guide.
