Ciena's Nortel-Acquisition Awareness Campaign

Objective: In light of Ciena's acquisition of Nortel's Metro Ethernet Networks (MEN) division, we needed to position Ciena as the new global leader in the Optical Ethernet category and drive engagement with and traffic to Ciena.com.

Approach: The market, analysts and newly acquired Nortel employees needed assurance that Ciena could flourish with this acquisition, so we used bold impact statements to generate an immediate reaction and drive the audience to a site hosting a short video featuring the CEO. We initially saturated our audience with big, high-impact media placements, supplemented by print placements in key markets. Then, under the banner of "Look bigger without spending bigger," we got to know our audience well enough to be able to surround them in unexpected niche locations.

Highlights:

• 34.5 million impressions in 8 languages
• 34K clicks
• 42K post-click page views
• 470 video plays