Client: Oracle
Submitted By: Starcom MediaVest Group, London
Campaign Title: ORACLE Perfect Partner

The Challenge:
Oracle continues to expand its product offering in the IT marketplace; however, many customers associate the company with “demand generation.” Oracle need to communicate its full suite of services while recruiting viable sales contacts.

As a global solution provider with global customers, Oracle understood that while companies seek solutions to areas such as “applications” or “data storage,” they often find different paths to that decision based on their cultural background. The objective was to gain “the business card details” from this vast and nuanced audience.

Digital Strategy:
The senior IT professional relies on the information from IDG’s websites and publications. In a partnership with the publisher, Oracle was able to leverage IDG research on these professionals and the challenges they were facing on a country-by-country basis. This enabled Oracle to tailor strategies to the local needs of particular customers.

For example, the Dutch tend to showcase their efforts and accomplishments, while the Germans are receptive to new technological advancements. The French prefer to gain information to discuss with peers. Working with IDG in 6 markets, we created information hubs with business-relevant contact from Oracle—all localized and implement across these key European markets and optimizes against best performances.

Not only did Oracle communicate a coherent but nuanced brand message to an international IT elite, but received more business cards and business leads than ever anticipated. These busy executives gained access to highly relevant data and business information, while Oracle gained valuable information on market challenges and trends that will develop in a library of content for later use.