CONCEPT DEVELOPMENT

As a copywriter and a creative director, I’ve built a career of creating big ideas that demonstrate the single differentiating benefit or attribute outlined in the creative brief. Ensuring that the idea is on strategy and on brand is an absolute must. It’s also important to create an idea that’s Relevant, so it matters to the customer, Unexpected, so it gets their attention, and Like-able, so people remember it and talk about it—and most importantly, feel affinity for the brand.

Oracle Cloud ERP

I was tasked with creating an awareness campaign for Oracle Cloud Enterprise Resource Planning (ERP) that generates urgency among enterprise C-suite executives to move their business to the cloud. The single differentiating benefit: CIOs, CFOs, and COOs should move to Oracle Cloud ERP because it’s a complete enterprise cloud designed to modernize your business.

My concept: Adapt or get left behind

I wanted the audience to recognize that Oracle Cloud ERP is vital to their business success and survival. I used hyperbole to demonstrate the benefit. The idea of a business stuck in prehistoric times conveyed the risk of staying with on-premise applications and generated urgency to act. Like a strong campaign idea should, it lent itself to an array of executions for print, radio, TV, social, digital, event display, and geurilla tacticts. We knew we were onto something—an idea that’s Relevant, Unexpected, and Like-able.