THINK New Ideas Launches $25 Million Global Applications Software Campaign For Oracle
August 21, 1998 09:31 AM
NEW YORK, Aug. 21 /PRNewswire/ -- THINK New Ideas, Inc. THNK (www.thinkinc.com) today announced that it has launched a $25 million "Now You Know" worldwide advertising campaign for Oracle Corp. ORCL to support the company's effort to overtake SAP as the leader in the enterprise applications market. As a first step in an integrated campaign, print ads broke Wednesday in the Wall Street Journal, with integrated television, radio and web campaigns to begin this fall. The international print version of the ad will break in September.
"Oracle is integrating communications across all media to reach multiple audiences across all touchpoints in the marketing mix," said Larry Kopald, Chief Creative Officer at THINK. "By doing this, Oracle is utilizing and integrating each segment, television, print, Web and direct marketing, to reach separate audiences at the appropriate times in the buying cycle to increase both mindshare and marketshare for Oracle within the global enterprise applications market."
The campaign is designed to appeal to CEOs looking to get valuable information out of their corporate databases to help them make better business decisions. Through a series of compelling business questions, Oracle intends to demonstrate that its applications software can deliver fast, reliable answers to the tough business questions facing executives every day.
In a bold, new approach, the integrated campaign sports a no nonsense design. In blaring, red letters, the copy declares, "Do you Know?" to dare readers to trust their current business application software to answer a series of strategic and provocative business questions. Oracle is betting that readers will take the challenge, "ask the Oracle" and call the 800 number or respond via the Web. The first program in the series poses the question, "Your competitor's largest customer needs product fast. When can you deliver?"
The "Now You Know" initiatives follow Oracle's aggressive Y2K ad series, which began in major business and trade publications last week, touting the company's unique position to solve the year 2000 software problem in 60 days or less-a problem which Oracle points out took 2000 years to create.
ABOUT ORACLE
Oracle Corporation is the world's leading supplier of software for information management, and the world's second largest software company. With annual revenues of $7.1 billion, the company offers its database, application server, tools and application products along with related consulting, education and support services, in more than 140 countries around the world.
For more information about Oracle, please call 650-506-7000. Oracle's World Wide Web address is (URL) oracle.com.
ABOUT THINK
THINK New Ideas, Inc., The Marketing and Communications Company for the Information Age, with offices in Los Angeles, New York, Atlanta, Boston, San Francisco, Seattle, London and Sofia, Bulgaria, provides marketing, technology and interactive business solutions to Fortune 500 and other high-profile clients. THINK is also positioned as one of the leading Internet and Intranet systems developers and interactive communications solutions providers in the emerging new technology and digital communications arena. The company's integrated solutions include the development of several proprietary Internet, Intranet tools and applications including WebMechanic, E-corp, ASAP, and X-Tracker, each providing specific solutions to business problems commonly faced by large corporations.
For THINK investor information, please call 888-NY-THINK, ext. 108 or email Investors@thinkinc.com
For more information about THINK New Ideas, please go to www.thinkinc.com.
SOURCE THINK New Ideas, Inc.
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