INTEGRATED MARKET EDUCATION TO CREATE PREFERENCE
Smart Grid adoption has been driven by a number of agendas: environmental; commercial and regulatory. The result is an increase in demand for Machine to Machine (M2M) technologies that enable an intelligent, interconnected and embedded Smart Grid solution.
Oracle’s embedded portfolio for Smart Grid encompasses OS, virtual machines and middleware. With a target market of OEMs, software developers and Systems Integrators, we needed to articulate the value of Oracle’s consolidated capability versus a disparate approach.
Additionally, we wanted to assert Oracle’s position as a leader in Smart Grid and create dialogue with Line of Business and IT strategy leaders within OEM, ISV and SI businesses.
WHAT DID WE DELIVER?
With an addressable market opportunity over two years, we proposed a campaign that could be replicated a number of times. We produced a 3-phase awareness and demand generation campaign for EMEA to educate all audiences on maturity phases of Smart Grids and domains around infrastructure where Oracle can drive value.
Additionally, we were responsible for media planning and sponsored content negotiation. Our team, wrote and produced:
- A Smart Grid Guide available as an eBook and printed version
- Campaign microsite
- Online advertising for various segmented audiences
- EDM for various segmented audiences
WHAT DID THE CAMPAIGN ACHIEVE?
The campaign has triggered commitment to a year-long programme of media activity to assert Oracle’s leading role in Smart Grid delivery and drive conversations with key decision makers at the critical early stages of Smart Grid strategy development.
From Oracle’s internal viewpoint, the campaign has achieved significant recognition of the value of integrated market education and positioning and established a more unified approach to marketing for Oracle business units and divisions.