Challenge A department at Oracle, the Oracle Store, developed an online ordering system for value-added resellers (VARs). The company developed this online system, the Oracle Source, to provide VARs with an easy and time-efficient way to place and track orders for Oracle software. Oracle asked BayCreative to develop a campaign to support the launch of the Oracle Source ordering system, one that would engage as many VARs as possible.
Click here to see samples from this campaign.
BayCreative Solution BayCreative worked closely with the Oracle team to determine the benefits of the new system, and developed a concept that revolved around how the Oracle Source would save the VARs lots of time. No longer would VARs need to deal with the Oracle Store personnel via phone or fax; now they could go online and place orders immediately, as well as check on the status of previous orders. BayCreative developed the theme for the direct mail campaign, which was "It's About Time." Once a week for a period of four weeks, the Oracle VARs received a 6- by 9-inch postcard describing one aspect of the new system, and relating that aspect to the time savings VARs would realize by using the Oracle Source. The fifth and final mailing included a nicely packaged wristwatch with the Oracle Source logo, again reinforcing the theme of saving time. The launch campaign was a success: over 90 percent of VARs tried out the Oracle Source system within the first month of its launch.