Boomi 'Legacy Middleware' Campaign
Following the imminent launch of the ERP Modernisation campaign, Boomi wish to launch their second ‘umbrella campaign’ this time focused on Modern Middleware, a term that looks to re-affirm Boomi’s modern approach to middleware.
Why middleware and what is it?
To remain competitive, and simply exist, organisations rely on data made available by integrating several business applications. These integrations are achieved using middleware, sometimes referred to as ‘software glue’, which is complex software that lies between the operating system (OS) and the application to enable communication between one-another.
What challenges are organisations facing?
Organisations have a growing suite of applications, either through choice or organic growth and as a result have an increasing need for application integration, each requiring middleware. This is a complex and skilled exercise and a monumental task at scale due to technical debt (custom code). Hence why it’s said that “The amount of software programmers needed in organizations is often directly proportional to how many cobbled together systems they have”.
The answer? Modern Middleware.
A scalable software platform free from technical debt that supports progress and agility when integrating business applications.
The Brief
To come up with a conceptual idea to advertise the 7 warning signs of Legacy Middleware focusing around a 1 minute animation video with email marketing and data capture landing page. The landing page will allow users to download a PDF asset which is the end goal.
Below is a conceptual route for marketing Boomi’s ‘Modern Middleware’ campaign. The thought process behind these ideas came from looking at how the customer is going to react to the campaign and most importantly, how the customer will relate to the message.
The final concept was looking at a 90-10 route on 90% identifying the problem, with 10% offering a solution. The idea being a tease of what the PDF Asset can offer, later leading to the customer making contact with a Dell Boomi expert directly.
A variety of different concepts have been produced to explore the customer journey and what route they would take to obtain the PDF asset. The idea behind the chosen animation is to not repeat the information too much, which is already featured in the PDF Asset.
As a customer, the journey would mean the client would need to watch the animated video, be prompted to head to the landing page and then input details in a data capture form to obtain the PDF Asset. At this stage, the solution is still 11 pages in, before the customer has the opportunity to make direct contact with a Dell Boomi Expert on modernizing their organizations infrastructure.
This campaign explores these ideas.
