Micro Focus

The elephant in the room

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The Brief

Micro Focus had declining sales for their mainframe solutions. They approached us to help them relaunch the solutions.

The Truth

After harvesting learning from over 500 completed mainframe migrations and researching online conversations, we realised there was an elephant in the room. No-one – including IBM itself – talked about the mainframe’s potential.

Micro Focus Mainframe Brochure

The Idea

Our metaphor of an elephant and other 800lb beasts for the mainframe, told the story of how Micro Focus transforms what the mainframe can do. We targeted decision makers within IBM’s largest mainframe customer base; with press and online advertising, direct mail, email, product overviews, demo videos and a webinar series – over 50 assets in 8 languages.


Following a two-year decline in sales, the sales pipeline for Micro Focus mainframe solutions grew 500% during the first six months of the ‘Elephant in the Room’ campaign launch. It won the Grand Prix at the B2B Marketing Awards as well as ‘Best use of creative’ and ‘Best B2B Product launch’.

Micro Focus Mainframe Press ad