Driving the smart grid agenda

Client

Oracle

Overview

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, applications, cloud platforms, databases, middleware, servers/storage and beyond. 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.

Key to this was industry thought leadership and market vision content on how the rich tapestry of technologies would complement for powerful, integrated solutions.

What we delivered?

To address this once-in-a-generation industry shift, we proposed a campaign that could be evolved and redeployed to keep pace with market momentum. 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:

• Market opportunity guide to frame the various transitions, trends and legacy agendas – used internally for sales enablement and externally for partner sales
• A Smart Grid Guide available as an eBook and printed version
• Campaign microsite
• Online advertising for various segmented audiences
• EDM for various segmented audiences
• Blog features to instigate precision conversations with key personas

What did the campaign achieve?

The programme secured a multi-year commitment from Oracle to unify the positioning of discrete smart grid technologies for higher touch audiences. By telling a ‘One Oracle’ story the business was able to demonstrate more enterprise value and potential for utility providers – across all Oracle tech capabilities and business functions.

The programme proved instrumental in enabling sales and pre-sales engineering teams to get closer to client challenges and care abouts. Rather than limited to functional mandates. the assets, content and new industry conversations proved critical in mobilising opportunities driven by the need to enable industry transformations rather than deliver specific feature functionality.

The initiative also allowed Oracle to showcase and assert end-to-end capabilities to achieve higher deal values and more sophisticated delivery of ROI.