Birst guerrilla ad campaign attacks Oracle at their annual Oracle Openworld
conference and in key locations online.
Oracle is legendary in the BI & Analytics space. They’re legendary for strong-arming customers into
renewing lucrative contracts. Yet their product is legacy and vastly behind it’s competitors when it comes to usability, security, service and innovation. The team at Birst decided to surprise Oracle at OPENWORLD conference with the cold, hard truth: branded Oracle messaging with a twist. We designed branded messaging in the Oracle logotype, juxtaposed alongside real Oracle signs and logos that hung at the OpenWorld show. To create this effect, I needed the Oracle font of course. But there is no font for these logotype letterforms, so I was forced to draw out each letter in Illustrator, allowing us to form any word we wanted to in exactly the same style as the Oracle logo.
The campaign resulted in some great free press and social buzz, along with a month-long bump to our site traffic and 1400 (conversions) downloads of the Oracle comparison e-book. Platform demo requests also saw an increase that month.
