Oracle Financial Services

Meet the Disruptors

“As incredibly busy people working in a sector going through enormous digital transforma�on, grabbing the a�en�on of senior

banking execu�ves is a challenge. Having them take �me out of their day to a�end a vendor event is nearly impossible. It can only be

achieved through flawlessly executed integrated marke�ng ac�vi�es which promise and provide genuine, ac�onable insight. That’s exactly

what Me�a delivered.”

Aubrey HawesSenior Director, Oracle Financial Services

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Introduc�on

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Being regarded as a thought leader means having a finger on the pulse of a subject, sector, or audience, and using this insight to bring prospec�ve customers closer to the organisa�on, both metaphorically and physically. For Oracle Financial Services, Me�a created a mul�-format thought leadership campaign for prospects in the banking sector�Meet the Disruptors�that demonstrated Oracle’s connec�on to the next genera�on of banking customers. In doing so, Me�a delivered direct introduc�ons to more than 50 high-quality prospects, captured the details of more than 600 contacts for further nurturing ac�vi�es, and posi�oned the company broadly as an innova�ng thought leader in the banking sector.

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Marke�ng to the banking sector

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The sector is changing enormously. Banks need to deliver be�er customer experiences, but consumer trust is low following the banking crisis. Technology can be a catalyst for transforma�on, and vendors are constantly trying to engage the most senior decision-makers in banking.

Oracle is a so�ware vendor with deep experience in this industry, but some�mes struggles to shake off an image as an established vendor rather than an agile challenger. It aims to change this by showing that it understands the changing expecta�ons of banking customers.

The campaign objec�ves

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The start of a profitable rela�onshipBanking solu�ons have a long sales cycle, o�en in excess of two years, and the final sales values can be in the mul�-millions. Quality over quan�ty is therefore key, with a focus on building rela�onships and carefully nurturing prospects.

To bring in prospects, Oracle targets them directly through digital and real-world channels. Oracle approached Me�a with a brief to create and deliver a marke�ng campaign that would cut through crea�vely and provide leads for the organisa�on’s nurturing programme.

Cu�ng through with contentMe�a created and executed an integrated inbound marke�ng strategy based around thought leadership from Oracle and partner organisa�ons and insight into the perspec�ves of the next genera�on of banking customers, delivered through digital and direct channels.

SPECIFIC CAMPAIGN OBJECTIVES

ATTRACTan audience of 35 senior retail banking execu�ves to a physical event

CAPTUREdetails of a further 100addi�onal net new senior banking execu�ves

DRIVE-UP percep�on of Oracle as aninnova�ng thought leaderacross the banking sector

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The target audience

Senior decision-makers and influencers in retail banks:

Technology decision-makers● Chief Technology Officer● Chief Informa�on Officer● Head of IT

Business leaders ● Head of Retail Banking● Head of Digital Channels● Head of Customer Experience

Change leaders● Head of Innova�on● Head of Digital Transforma�on

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Meet the DisruptorsThe premise of this campaign was that the true disrup�ng force in banking isn’t technology, as is so o�en assumed, but shi�ing customer demands. The next genera�on of bank customers—the so-called Millennials—have different expecta�ons from their predecessors, and a different a�tude to money.

Me�a wanted to bring the banking sector face-to-face with these new customers to foster greater understanding and, consequently, improve customer experience. The event—Meet the Disruptors—provided a strong crea�ve anchor for the campaign, as well as being a success in itself.

The core proposi�on

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PABLO, 18College student

GHADIR, 16College student

MALINI, 18College student withpart-�me job

BRANDON, 21Final year uni studentwith part-�me job

DAN, 17Young entrepreneur (Selling sneakers)

Campaign elements, media and channels: demand genera�on

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Inbound marke�ng is more successful when it’s focussed on the interests and needs of the audience. It was essen�al that Oracle played the role of organiser, rather than placing its own brand at the centre of ac�vity. Therefore, Me�a established and managed three strategic partnerships:

• Ruby Pseudo Consul�ng: youth insights agency

• Think Different Group: digital banking transforma�on research and advisory firm

• Finextra: financial technology content and newswire

The heart of the campaign: the panel of disruptorsWorking closely with Ruby Pseudo, Metia identified a panel of 16–21-year-olds to provide views about banks, finance and money in general. Prior to the event, teaser videos about each panellist were promoted through paid social media to attract registrations.

CLICK IMAGES TOVIEW VIDEO

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Campaign elements, media and channels: demand genera�on

Delivering high-quality registra�onsTo ensure a high-quality audience, Me�a managed targeted direct demand genera�on ac�vi�es, using personalised invita�on emails, with addi�onal follow-ups via email and telephone. This was informed and tailored using data from Oracle’s CRM systems.

Minimising drop-outsAny event will suffer from drop-outs and non-a�endees. With a small, high-value audience, further communica�ons were essen�al prior to the event to minimise this. A�endees received an email with a calendar appointment upon registra�on, a confirma�on email closer to the event, and a final phone call to confirm a�endance.

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Design and delivery

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Q: “Would you trust a bricks and mortar bank more than a challenger bank?”

A: “I have no idea what you’re taking about…”

“[Banks] are only pretending, they’re always on social media – trying to get down with the kids.”

“We are not really relevant to them. When banks market their things, it’s all for adults.”

Me�a organised a high-quality morning event at Level 39 in Canary Wharf, a �me and venue convenient to the target audience, which focused primarily on elici�ng the views and perspec�ves of the panellists through a ‘peer’ host and direct audience ques�oning.

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The content generated from the event was used in two key ways to meet the campaign’s objec�ves:

● A report dra�ed by Finextra and promoted as a downloadable lead genera�on content asset.

● Video content edited and promoted through social media to support Oracle’s posi�on as an innova�ng thought leader.

Post-event engagement: realising and amplifying the goodness

Pu�ng it all together

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FINEXTRA>COM

DOWNLOAD

SUBMIT

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REPORT ADVANCED COPY

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EVENT DATA

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Teaser Video Teaser Video

Soundbite Videos

Teaser Video

MEET THE DISRUPTORS

Report

The results

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ATTRACTan audience of 35 senior retail banking execu�ves to a physical event

CAPTUREdetails of a further 100addi�onal net new senior banking execu�ves

DRIVE-UP percep�on of Oracle as aninnova�ng thought leaderacross the banking sector

The event was a�ended by 52 senior execu�ves from across the retail banking sector. Only space and a stringent delegate profiling policy prevented more a�ending. A further 162 poten�al delegates were not offered a place but engaged in other programmes.

626 reports were downloaded by qualified senior retail bankingexecu�ves. Details harvestedincluded name, organisa�on, job�tle, email address and telephonenumber.

Short-form video content promotedacross social media was delivered at a cost per view to comple�on of £0.16 versus the Me�a industry average of £1.59.

+49%ABOVE EVENT ATTENDANCETARGET

+526%ABOVE REPORTDOWNLOADTARGET

32,018UNIQUE VIDEO VIEWS TOCOMPLETION

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What they said

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“The results of the Meet the Disruptors campaign speak for themselves, with every objec�ve we set having been met. The campaign has been received very well internally and is likely to become replicated in a number of other key markets. Me�a helped us to push beyond our normal approach to marke�ng, and the live event, being completely unscripted, wasn’t without risk! But that’s what made both the event and the content it generated even more compelling. Me�a’s me�culous approach to planning and management gave us confidence throughout, however, and has demonstrated that significant reward can come from calculated risk.”

RACHEL FRASERMarke�ng DirectorOracle Financial Services

“I spend a significant amount of �me speaking at conferences about the need for banks to adapt to changing customer behaviour, but few place the audience right at the heart of the event. Their unfiltered views and observa�ons were incredibly insigh�ul and revealing for everyone in the room, so much so that delegates con�nued quizzing the panel long a�er the formal event had finished. It was great to have been involved.” DAVID BREARChief ThinkerThink Different Group“Me�a’s me�culous

approach to planning

and management

gave us confidence

throughout.”

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The results (con�nued)

ATTRACTED52 senior execu�ves from across the retail banking sector, including:

CAPTUREDdetails of 626 senior retail banking execu�ves, including:

Global Head of Digital Commerce

Commercial Digital Director

Director of Change and Digital

Director of Omni-channel Retail Banking Transforma�on

Vice President, Digital Customer Experience Management

Global Head of Customer Experience, Innova�on and Digital Transforma�on

Head of Concept Development and Digital Hub

Head of Digital Transforma�on

Head of Digital

Head of Youth

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