Oracle is at the forefront of digital innovation but was finding it hard to shake off its ‘database vendor’ image. This came at a time when the sector was seeing dramatic change. Cloud-first entrants were gaining traction and budgets were leaving the IT heartland – forcing tech companies to have very different conversations with the C-suite.
We knew that talking about technology stacks wouldn’t cut it with chief digital, innovation and marketing officers. We had to convince them that Oracle could make a radical impact on their digital agenda. And we had to do it in a compelling way.
The starting point was to develop insights on the digital forces disrupting Oracle’s target industries. Along with sales teams we also assessed which set of capabilities would be relevant to different types of businesses.
Co-creation with sales teams was key to developing our big deliverable: a new section on the client’s website dedicated to digital. This introduced an entirely new brand asset that embodied the essence of digital as a way of infinitely connecting people, places and things. Using this new look and feel, we then delivered a series of assets that were delivered on the new website or tailored for the needs of individual accounts and industry sectors, including banking.
Customers rarely considered Oracle as a strategic partner for digital transformation. Our campaign has helped overturn this. We helped Oracle smash through customer perceptions, putting Oracle front and centre of the digital agenda, giving Oracle a voice in some of its customers’ most important decisions as they journey to a digital future.