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Alcatel-Lucent Launches a Global Advertising Campaign Celebrating the Always On Way of Life

Posted on: Wednesday, 9 April 2008, 15:00 CDT

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/

Alcatel-Lucent

CONTACT: Press, Regine Coqueran, + 33(0)1-40-76-49-2,regine.coqueran@alcatel-lucent.com, Alix Cavallari, +33(0)1-40-76-16-58,Alix.cavallari@alcatel-lucent.com; Investor Relations, Remi Thomas,+33(0)1-40-76-50-61, remi.thomas@alcatel-lucent.com, John DeBono,+1-908-582-7793, debono@alcatel-lucent.com, Tony Lucido, +33(0)1-40-76-49-80,alucido@alcatel-lucent.com, or Don Sweeney, +1-908-582-6153,dsweeney@alcatel-lucent.com, all of Alcatel-Lucent

Web site: http://www.alcatel-lucent.com/http://www.theworldisalwayson.com/

Source: PRNewswire

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