Brand Owner: Oracle
Date: January 2007-March 2007
Media Agency: Starcom Next
Media Owner: Just4 Business
Media Channels: Mobile, internet
Oracle's marketing challenge is that some potential users, particularly those at small and medium-size businesses, think it is too expensive and too complex for their needs. Many do not understand the technical jargon it uses.
In order to reach its target audience of chief information officers, chief financial officers and IT heads, Oracle had to speak to them in a way they could relate to. The key was to communicate the benefits Oracle offers to businesses.
Research showed that the audience was flooded with spam e-mail and was no long impressed by standard online ad formats. However, Starcom Next's team found that the executives do like to display and share their knowledge.
The media solution to enable that was a wiki -- a consumer-edited online encyclopedia -- backed up by a blog written by executives at small and medium-size businesses.
Oracle's use of the wiki jibes with its mission of helping companies manage, use, share and protect information. By accessing the brainpower of a wide range of web users, the wiki stays more up-to-date than any static guide and helps the brand use quality information to engage with these hard-to reach consumers.
The site uses Web 2.0 technology to link to relevant content, thus ensuring it always has a high listing in Google searches and on Google News. It's also promoted via Heise.de, the website of Heise Zeitschriften, one of Germany's leading IT publishers.
The site is already close to reaching its goal of 100,000 page impressions in 2007.
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