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New Avaya Television Ads Show "Communications at the Heart ofBusiness" in Action


Avaya has chosen Valentine's Day to introduce American television viewers to "Communications at the Heart of Business" - showing how Avaya solutions help employees work smarter and companies compete better.

Avaya Inc. (NYSE:AV), a leading global provider of business communications software, systems and services, has chosen Valentine's Day to introduce American television viewers to "Communications at the Heart of Business" — showing how Avaya solutions help employees work smarter and companies compete better. Beginning today, new Avaya ads will appear on cable networks depicting workers in action with Avaya Internet Protocol (IP) telephony and mobility solutions, conducting business on the road and at home as easily and effectively as if they were in the office.

The ads can also be viewed at

Avaya's "Communications at the Heart of Business" campaign, launched in December 2004, integrates print, online and television advertising, direct response and interactive Web communication. The campaign focuses on ways to embed communications into the fabric of the enterprise — using software, services and systems that layer seamlessly on any network — to make people more productive, processes more intelligent and customers more satisfied.

The TV ads build on the cosmopolitan style and messaging approach employed in Avaya's recent print advertising and Web site re-design. Using examples and success stories, the campaign shows how IP-based solutions from Avaya, a global leader in enterprise IP telephony, are helping organizations work smarter and respond faster.

"Communications technology can deliver big competitive breakthroughs to businesses, and Avaya is showing how it's happening today," said Jocelyne Attal, Avaya chief marketing officer. "Our new ads illustrate how companies are using Avaya solutions to conduct business in a way that wasn't possible five years ago. For people who never considered using their laptop as a telephone or their voice as an email access point, it can be a real eye-opener."

The first TV spot shows a mobile road warrior in a car, speaking hands-free on his cellular phone with his Avaya "virtual assistant" to access email and messages. Through voice access with the assistant, he is able to respond to messages and launch a call to a co-worker without touching a keypad. Suddenly it's as if his whole office and its communications capabilities are in the car with him. He has successfully handled several priorities without finding a place to log on to his laptop computer.

The second spot depicts an employee stranded in his house by a major snowstorm. His laptop on the kitchen table rings and he begins talking to the caller on his Avaya IP Softphone application. Using IP telephony, the Avaya application rings his laptop using the same phone number as his desktop phone. As he handles the call, we see that his house is filled with images of other people like himself, using communications technology to continue working effectively despite inclement weather and other circumstances that keep them from the office.

These are examples of technology that is at work for Avaya customers today. Using the classic song, "I've Got You Under My Skin," the ads underscore how Avaya is "deep in the heart" of business. The ability to work flexibly, as shown by Avaya print, online and television ads, enables companies to envision the advantages that embedding communications at the heart of business can create.

The ads were developed by McCann Erickson, Avaya's global advertising agency of record, which is responsible for Avaya's overall brand and creative strategy. The integrated campaign will continue to expand throughout 2005.

About Avaya
Avaya Inc. designs, builds and manages communications networks for more than one million businesses worldwide, including over 90 percent of the FORTUNE 500®. Focused on businesses large to small, Avaya is a world leader in secure and reliable Internet Protocol telephony systems and communications software applications and services.

Driving the convergence of voice and data communications with business applications — and distinguished by comprehensive worldwide services — Avaya helps customers leverage existing and new networks to achieve superior business results. For more information visit the Avaya Web site:

About McCann Erickson NY and MRM Partners
McCann Erickson in New York is the flagship and single largest agency of McCann Erickson Worldwide, the world's most extensive international advertising agency network with operations in over 130 countries. MRM Partners is a leading worldwide agency network specializing in relationship marketing, interactive marketing, database analytics and management, and branded content. MRM Partners has 62 offices in 37 countries. Both McCann Erickson and MRM Partners are units of McCann Worldgroup, part of the Interpublic Group of Companies [NYSE: IPG].

© 2005 Avaya Inc. All rights reserved. All trademarks identified by the ® or  are registered trademarks or trademarks, respectively, of Avaya Inc. All other trademarks are the property of their respective owners.

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