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Ogilvy Public Relations Sydney | BMC Software
Business Service Management Leadership And The Adventures Of Mark And Greg
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To quote one industry journalist, 'IT is boring'. And so Ogilvy PR was briefed to give BMC Software's Business Service Management
system (BSM) a more human face.
BSM - a corporate strategy that synchronises IT and business - was already an established concept. However, some confusion still existed
in the marketplace, and competitors had begun introducing versions of their own. There was much at stake, and a lot of jargon to decipher.
And so the strategy became: 'make it real'. Counter-intuitively perhaps, the creative execution involved two fictional cartoon characters,
Mark and Greg. The characters used humour to convey complicated ideas, and a stor ybook of their adventures was launched.
The pair formed the nexus of a sustained, yearlong business-to-business campaign.
The result was over 500 positive news stories across the Asia Pacific region, with major market analysts endorsing BSM. BMC Software's
stock price also increased by 46% - which isn't boring at all. |
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