BDMs trust Fortune, seeking its branded properties for advice. Oracle leveraged this umbrella to create a targeted effort sensitive to BDMs’ time constraints. Customized gatefold provided solutions in their own voice and described how companies focus technology resources on trends affecting CEOs. Fortune.com distributed the message with promotions highlighting Oracle’s sponsorship of the Fortune Global Forum, an intimate, high profile setting for BDMs to get advice from people who understand their challenges – their peers.

Oracle is a leading enterprise database provider trying to evolve from niche player to a powerhouse with a suite of solutions. But Oracle struggles to shed its “database only” cloak among core Business Decision Makers (BDMs). The company must reassert leadership, increase relevancy, and showcase breadth to this core audience.

Oracle’s effort was impactful and put it in the forefront of BDMs’ minds. 87% recall seeing (30% higher than average) and 39% recall reading (63% higher than average) scores highest among advertiser and 63% recall for custom unit was 40% higher than average of all ads in that issue (45%).

Using communication architecture with a trusted brand to distribute content tailored to BDMs, a three-part custom print unit in Fortune identified trends affecting CEOs and how they proactively use technology. Collaboration between publication and agency to delivered BDMs a resource to address challenges in “their voice.” Online increased engagement via interactive surveys, and the high profile Global Forum in China generated a networking opportunity for CEOs to consult with peers about unique challenges.

Running a company is increasingly difficult due to globalization, compliance legislation, and heightened pressure to “do more with less.” BDM’s struggle for contacts understanding their unique challenges. They know technology can help but cannot find trusted resources to explain its benefits with relevancy. BDM’s yearn for communication speaking directly to their “pain points.” Engaging them with a brand “experience” vs. “exposure” addresses these challenges and provides relevant business solutions. Through the use of custom print content, interactive online, & on-site presence at the Top 1000 CEO’s Global Forum, Oracle was able to engage BDM’s in a relevant context.