Client: Oracle, Sales Configuration Software

Client's Challenges

• Communicate the benefits of a complex sales enhancement tool through simple words and images.
  
  
• Identify and qualify leads.
  
  
• Develop a concept that could be effectively used in a multi-channel marketing campaign.
  

Our Marketing Strategy

• Conduct competitive research.
  
  
• Identify an efficient way for the company to acquire leads and understand the unique situation of each potential client. This knowledge would greatly advance the sales process.
  
  
• Create an integrated marketing campaign and apply it to online, trade show, and direct marketing efforts.

Our Creative Idea

• Encourage prospects to try Oracle's sales configuration software online by using it to configure their dream vacation. People could win their ideal getaway and experience the benefits of Oracle's software firsthand. This enabled Oracle to expediently generate and qualify leads.
  
  
• For the print component, a simple puzzle analogy would help prospects understand "what's missing" from their software applications is Oracle's sales configuration tool. (And "what's missing" from their lives is a dream vacation.) By going online and using Oracle's easy-to-use software, a prospect could solve both problems.

Results & Recognition

• This was the most successful integrated campaign for Oracle's sales configuration software, 1999.