Navigating the Winds of Change

Oracle ASEAN needed a creative output to celebrate the success of 30 years in the business. The company wanted to thank their customers in a way where they will feel appreciated and at the same time, strengthen the relationship they have with existing customers.

Planning & Execution


LEWIS decided to undertake a voyage to narrate how some of Oracle’s customers in the region have changed course in terms of business growth and innovation.


Leveraging the theme of the 32nd ASEAN Summit – Resilience and Innovation – a perfect model that showcases the characteristics of the region, we decided to tell the success of its customers through an ebook, aimed at celebrating their success journey where Oracle has played a part in.


Working together with the Oracle ASEAN PR team, we developed a creative narrative anchored around a nautical theme, using metaphors such as seas and winds to symbolise the disruption the region is experiencing.


This was then applied throughout the ebook – both content and design – to ensure a constant flow in the narrative.


With a long list of customers and a strong customer relationship that Oracle has, we helped segment and narrowed down relevant customers to be included in this ebook, making sure that we capture a wide range of industries and business maturity to reflect Oracle’s relevance in almost any business.


With the help of an ‘interview template’ developed by us, Oracle went to speak to customers to gather their input.


We developed a 19-page ebook that was put on the Oracle website. An eDM was also distributed to customers following Oracle OpenWorld 2019 in Singapore to inform them that their success story has been published online.


Effectiveness / Results


  • 170+ clicks on the eBook within one week of launch date

  • 185+ engagement on a single executive’s LinkedIn post about the eBook

  • Above average open rate on email about the eBook (internally within Oracle)

  • Strengthened relationship with customer and Oracle

  • This eBook is also a global best practice within Oracle, and an inspiration for their global eBook launched at Oracle OpenWorld 2019 in San Francisco.

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The Campaign Asia-Pacific Team