The objectives were to position oracle as an enabler of business innovation and more than a software provider, measurably improve the understanding of oracle corporation, by showcasing the business advantages of Technology adoption and Management Innovation to senior executives across Europe in an integrated case study format.

The programme scored a 281% jump yr on yr in viewer figures (Source CNBC). Research results include: I am interested in this company +66% from 15% to 25%. Oracle understands business needs +116% from 6% to 13%. All research and £150k of airtime was included free in the deal.

The press ads used a silhouette of each week’s agent of change. Pan Regional Press: 1⁄4 page mono on high traffic sites(business news pages/opinion pages) Most solo on spread for cut through. Ear pieces at head of front page of Business Pages. Personalised letters to subscribers.Pan Regional TV. 30" vignettes and promo spots. 10" intro and outro spots for each show. 5" break bumpers for each show.

The airing of the programme was timed to coincide with the Oracle Apps World Event. We used an integrated mix of TV/Online/press/DM activity to boost awareness. The overall negotiation to air the programme on CNBC first included 347 x 15" spots to promote Oracle Apps World. The press activity promoted the programme, which in turn directed viewers to Oracle’s content-rich web site.

Research indicates they have international mindsets and according to IDC research consider other colleagues a primary information source when making business decisions. Initially, we thought of owning a TV programme. Then we realised we needed to make the programme to suit Oracle instead of the other way around. The audience Oracle engages with are continually looking for inspiration and examples of business success, so we developed the strategic platform: Where's your Oracle? We developed a series of thirteen, 30' programmes showcasing agents of change on key industries. We then cross-promoted the programmes through opinion leading media such as Wall Street Journal Europe, International Herald Tribune, their online properties and FT.Com also integrating it with Oracle's own business event; Oracle Apps World.