Situation
This 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 solution optimized the strategic part of IT and the executional part of IT to deliver maximum business value by providing IT and business executives with the visibility, transparency and consistency to deliver repeatable, reliable, predictable business results from the application development and deployment process. In an environment where the demands on IT from business has never been greater, Mercury’s solution mitigated exposure to software risk and the potential for business disruption while addressing the growing awareness that IT processes and business success need to be more tightly linked.

Objectives
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.

Strategy
Present Mercury’s offering in a strategic context as different from competitors—not better. Demonstrate thought leadership in an integrated communications campaign that provoked an emotional response through clear, insightful challenges that frame the practical and aspirational possibilities of IT. Concentrate media and message delivery around key event time frame.

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.