Infor | Big ERP | Global

The campaign goes head-to-head with some of the world's largest vendors, using satiric illustrations and wit to position Infor as the better choice for business software.

This is Infor's first global ad campaign since its inception more than seven years ago, and reflects the company's increasing focus on building its brand. The ads will air in the UK, Germany, France, Brazil and Asia-Pacific.

The campaign centers around the idea that companies that have traditionally offered business software, most notably Enterprise Resource Planning (ERP) software, have taken on a "big business" mentality - they are bloated, uncaring and slow to respond to customer needs.

It also reflects Infor's core belief that mid-market customers are seeking evolutionary, not revolutionary, solutions for their business needs.

The campaign includes print, out of home (OOH), online, and social media efforts featuring illustrations evocative of political satire, spotlighting two "Big ERP" fat cats who are oblivious to what their customers need.

Renowned illustrator Steve Brodner, recognised for his work in media outlets including The New Yorker, The Washington Post, The Atlantic and The New York Times, created the illustrations.

All campaign assets will drive viewers to a microsite dubbed "Down With Big ERP" where people can access Infor product demos, whitepapers, collateral and webinars.

The videos feature Infor customer success stories and were filmed on location for a documentary look and feel. The microsite also contains animated shots of the "Big ERP" characters. One of the characters even has his own Twitter feed.



Credits:
Project name: Big ERP
Client: Infor
Creative agency: PJA/Chugai
Writers: Tomitaka Kitou (JP) / Ayumu Nakamura (CN)
Art director: Chris Frame/ Naoya Miyauchi
Planner: Hugh Kennedy
Media agency: Chugai
Media planner: Hiroyasu Mizoguchi
Production house: Asterisk
Director/Photographer: Steve Brodner
Editor/Re-toucher: Naoya Miyauchi
Exposure: Print, OOH, online