The database software marketer's campaign, created by Grey Global Group's Grey Worldwide, San Francisco, includes an aggressive schedule of print, TV and out-of-home media under a new theme, "Unbreakable."
Oracle will spend an estimated $30 million globally on media this quarter on the push, which will extend through next year and includes seminars, events and Web programs, said Mark Jarvis, Oracle's chief marketing officer.
Oracle's latest ad effort targets business decision-makers, chief technology officers and information officers who are concerned with security.
"Our whole message is you will not be able to break [Oracle 9i] and it's also completely secure," Mr. Jarvis said. "Companies are concerned about losing their data and people breaking into their systems."
Mr. Jarvis said the campaign's theme had been in development for six months, predating the events of Sept. 11.
A novel approach
Mr. Jarvis said he believes the "unbreakable" theme is a novel approach -- "No computer company has ever gone out with the term 'unbreakable'" -- and is simple and accessible, unlike many tech marketers' messages.
The launch ad copy reads: "Oracle Database Clusters, Unbreakable. Can't break it, Can't break in ... Won't go down if your server fails. Won't go down if your site fails."
Print ads break in ComputerWorld and other tech trades Oct. 22; in The Wall Street Journal Oct. 24, and the November editions of business magazines, including The Economist, BusinessWeek, CIO and CFO.
A series of five TV spots begins later this month and will run in heavy rotation on cable news and sports programming and on network news programming. Outdoor ads will appear in major cities around the world. Web banners launch on Nov. 1 on sites such as CNET.