Google Cloud AI Partners
In preparation for the most significant event of the year, Google Cloud Next, the partner team at Google Cloud requested a series of interviews with their top tier AI partners. This montage and it's constituent parts were used in many ways, but most importantly, it could be seen playing on the trade show floor within the "Partner Spotlight" section of the event.
The Approach
Oracle's new SaaS business category lacked a product brand identity and general coherence due to Oracle's acquisition of 8 separate customer experience and data management companies. This led to a need for connection with target audiences on a deeper more unified level. Enter "One Globe City." Our team devised a multimodal campaign which included a seamless narrative story and beliveable consumer examples from across a range of industries. We were able to include every form of visual media from live-action human stories to 3D, animation and interaction design. Figuring prominently in these materials are a signature anthem video, an invitation-only launch event, interactive kiosks and visitor center content, social media and traditional media and PR rollouts.
The Launch Event
The product brand identity embodies the concept of "human connection." Our team designed a vibrant and dynamic look and feel within the event space that symbolizes Oracle as a leader at the forefront of an interconnected world. The bold color palette evokes both strong Oracle core branding and the scientific precision of a SaaS data solution set. The tone of voice in the materials are friendly but impactful facts and figures. To drive the point home the event featured empowering and informed speakers who on day one, started creating a genuine dialogue with Oracle's B2B customers. And by extention THEIR customers.
Results and Impact
Following the SaaS category launch, Oracle saw a significant increase in brand awareness and B2B customer engagement. Their social media following for these services skyrocketed, and sales metrics exceeded expectations. The new product brand resonated deeply with customers, creating a loyal community empowered to take control of their customer experience journeys.