Oracle and BIAS Corporation came to Kelly MarCom to promote the Oracle SOA Suite and engage enterprise IT managers in a conversation about their software and IT systems in the enterprise business setting.
Oracle and BIAS Corporation came to Kelly MarCom to promote the Oracle SOA Suite and engage enterprise IT managers in a conversation about their software and IT systems in the enterprise business setting. Oracle and BIAS wanted to reactivate current customer accounts, as well as target and sign-on prospects. The companies had previously engaged in a successful joint direct marketing campaign enlisting Kelly MarCom to promote the SOA Suite using a “fire hot” theme with branded jars of Tabasco sauce, and sought to revive that campaign. Because the market was saturated with IT providers and solutions billed as “flexible” and “robust,” it was imperative that Kelly MarCom succeed in making Oracle and BIAS stand out.
Understanding the need to elevate Oracle and BIAS above the competitive set, Kelly MarCom reinvigorated the Tabasco campaign with new relevance and attention-grabbing messages to targeted enterprise IT managers. Kelly MarCom developed distressed Texas-style graphics to boost the aesthetic appeal of the campaign and entice IT managers to open the box. Kelly MarCom not only pushed the “hot” theme in a new direction, but made it integral to the whole promotional package. We carried the theme from the mailing label on the outside of the box to the branded tag on the oversized Tabasco bottle inside, and the promotional insert that invited enterprise IT managers to open the inner box. The campaign generated buzz about the product and created a dialogue platform for Oracle and BIAS to engage with their targets.
Oracle and BIAS were pleased with both Kelly MarCom’s creative direction and the successful execution of the new Tabasco campaign. Surpassing their expectations, the effort generated a 20 percent response rate, and led Oracle and BIAS to extend the campaign to IT managers in other regions.