Oracle Promo, Case study CIO2CFO by Starcom Mediavest Group Chicago

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Starcom Mediavest Group Chicago
Released February 2009

Credits & Description

Category: Business Products & Services
Advertiser: ORACLE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: STARCOM WORLDWIDE, Chicago, USA
Associate Director: Gumala Steele (Starcom Worldwide)
Supervisor: Sandy Portanova (Starcom Worldwide)
Supervisor: Katie Albanoss (Starcom Worldwide)
Senior Vice President: Becky Walden (Starcom Worldwide)
Media placement: Research Survey - CIO, CFO magazine - 1 march 2009
Media placement: Executive Summaries - CIO, CFO magazine - 1 march 2009
Media placement: Online Video Content - CIO/CFO joint online forum - 1 march 2009

Results and Effectiveness
• 1,300 Fortune 1000 business decision makers from both IT and Finance departments – 18% over goal – downloaded content from our CIO2CO forum, providing personal contact information for Oracle’s use in follow-up sales calls. Considering the potential size of this group, this was a substantial achievement. • 200 CIOs and CFOs participated in peer-to-peer research that fueled discussion and content for the campaign. • Oracle CFO, Jeff Epstein, received emails directly from his Fortune 1000 peers praising his participation in the live video seminar – further convincing Oracle that this program was a true “bull’s eye” in engaging the C-Level target audience.

Creative Execution
We brought two of our targets’ most trusted publishers – CIO and CFO magazines – to create “CIO2CFO” that put everyone on the same page. Research: To understand the gap in communication, we commissioned CIO and CFO to conduct a joint survey and found the following: • CIOs and CFOs are unsure how to define or implement technology management processes, and therefore unwilling to change. • Each target feels they can make better decisions than the other, causing major communication hurdles. • Both targets need to be on board from the start for Information Management Software overhaul to be successful. Content: • Online Peer Forum – Our joint online forum offered Oracle solutions for the challenges uncovered through research. • Business Tools – Live video webcasts discussed key topics, engaged both audiences and featured viewpoints directly from Oracle’s CFO, Jeff Epstein. Both publications also created custom reports and Executive Summaries in their print editions.

Insights, Strategy & the Idea
Business leaders see IT overhaul as a high stakes gamble and many companies are willing to let their staff work through unwieldy programs because of it. This led to a mindset among many companies that their current information management systems were “good enough” – even when something better was available. Recently, Oracle acquired a solution that would revolutionise information management, but the resistance to change left Oracle’s true value unrealised. Among Oracle’s target, the Chief Information Officer (CIO) and the Chief Financial Officer (CFO) were the only people powerful enough to trigger a complete system overhaul. Though they come from different sides of the executive suite with different priorities, company CFOs and CIOs have the same company-serving agendas and simply needed to understand each other and their divergent needs. Our solution was to create an open dialogue that encouraged them to discuss alternative technology solutions together – with Oracle serving as moderator.