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The elephant in the room
Client: Micro Focus
Product: Mainframe solutions
Target audience
CIOs of IBM’s largest mainframe customers. In addition, we targeted Application IT Managers, Applications Developers and members of the Senior C-suite.
Challenge
Critics have been saying the mainframe is a dying business for years. We had to change the market’s perception of the mainframe, from inflexible to agile, and show that legacy mainframe-based applications needn’t be cause for a lack of IT innovation.
Solution
Address the ‘elephant in the room’ that no-one wanted to discuss. Our global campaign demonstrated the mainframe’s agility, in 8 languages and with 54 assets, including video, press and online ads, direct mail, email and a 24ft life size elephant sculpture.
Campaign overview video
Trampolining elephant video
Transform the mainframe skyscraper ad
Mainframe microsite in multiple languages
Product emails in multiple languages
Elephant on trunk press ad, Gorilla sprinting press ad, Rhino leaping press ad
The elephant has landed: 24ft life size sculpture in Micro Focus head office
Elephant brochure – also used as a direct mail piece, with loose straw
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