pruneau

Situation

Mercury Interactive, a recognized leader in enterprise software tools with $1B in sales, was having difficulty making their BTO (Business Technology Optimization) offering more relevant and compelling to strategic IT decision makers in the enterprise. Mercury’s portfolio of software optimized the strategic practices and executional processes of IT to deliver maximum business value. By providing IT management and business executives with the visibility, transparency and consistency to deliver repeatable, reliable, predictable business results from the software application development and deployment process, Mercury’s solution was gaining market momentum with rising adoption and use. In an environment where the business demands on IT have never been greater, Mercury’s solution mitigated exposure to the risk of failed software and the potential for business disruption. Their broad portfolio of tools and software also addressed the growing awareness that IT processes and business strategy need to be more tightly linked for successful software development outcomes.

Strategy

Generate awareness with Sr. Technology management in Global 2000 companies of Mercury as a leading provider of strategic software and services. Define the relevance of BTO and educate prospects about how Mercury’s solutions serve their strategic objectives and business requirements while developing brand association and preference for Mercury—BTO. Drive prospect inquiry to attendance at Mercury World, their leading industry event.

Present Mercury’s offering in a strategic context to differentiate from competitors product features focused messaging. Demonstrate thought leadership in an integrated communications campaign that provoked an emotional response through clear, insightful challenges that frame the practical and aspirational possibilities and requirements of IT. Concentrate media and message delivery around key event time frame. Integrate messaging and visual presentation consistently across all prospect and customer touch points to build brand association and preference.

Results

Attendance at the Mercury World event surpassed all previous attendance records with a higher component of senior IT managers in audience composition. Brand awareness of Mercury and BTO increased significantly as inquiries by prospects surged. The effectiveness of the campaign helped to spotlight attention on Mercury and the recent $4.5B acquisition by Hewlett-Packard.