The Challenge
As a telecommunications company, Nortel is dominated by a number of other players in the marketplace. Yet Nortel’s brand is the generally like by the engineers who work with this technology everyday. The challenge was really to improve brand preference among their bosses, the technical decision makers (TDMs).

The Solution
Hyperconnectivity—a state of the world in which more and more devices are connected to the Internet—was used as the basis for Nortel’s brand campaign. Building on that work, we wanted to create a thought destination site that talked about hyperconnectivity as well as four product segments (from Nortel) that would help alleviate any bandwidth constraints. We invited two independent bloggers and asked them to cover those four topics. We wanted HC.com to be as independent as possible, so the bloggers had freedom to talk about other brands as well.

The Results
While brand awareness and thought leadership where the primary goals of the site, lead generation was never far behind. Our metrics showed that users were more likely to convert to a lead organically via the site, than when traffic was driven to site landing pages via media placements.

Medium

Microsite

Client

Nortel

Agency

Razorfish

Role

Creative direction

Date

March 2008