Ingres, an open source database specialist, looked to AxiCom to re-invigorate its brand and close the perception gap between a thriving, innovative open source software specialist and a tired 25 year old brand.

The Challenge

Ingres has a long history within the database market, bringing with it some market preconceptions.  The company’s move to open source had not been recognised by market stakeholders.  Ingres had a great story to tell but had a hangover from its previous incarnation as a proprietary vendor. 

AxiCom was therefore tasked with closing this perception gap and re-positioning Ingres as a hot technology vendor worth watching.

The Strategy

AxiCom created a campaign, establishing Ingres as proponents of “The New Economics of IT”.  This distilled the Ingres story into an easy to understand concept: Organisations implement open source software to maximise innovation whilst lowering Capital Expenditure. 

The New Economics of IT was placed at the heart of all Ingres’ communications.  Most notably by responding to news items and current affairs items, such as public spending cuts, the Digital Economy Bill and M&A activity in the market, Ingres were seen as experts in technology procurement, innovation and market dynamics.

Alongside this issues hitch-hiking campaign; Ingres hosted media round tables with customers and partners to discuss the impact of the ‘New Economics of IT’, rather than its technology; again reinforcing the message that Ingres was a vital, thriving and exciting brand.

The Result

Within six months of working with AxiCom, Ingres received 327 pieces of coverage within pre-defined tier-one press.

As proof of the success of Ingres’ re-positioning exercise, the number of inbound requests from journalists and analysts, following any major related news has increased significantly.  Key journalists now view Ingres as the first port of call when searching for expert commentary.

The impact of the New Economics of IT extends outside of the press.  The wider partner and customer network use this concept as a standard industry term, clearing sending out the message that Ingres is at the forefront of the market, rather than the history books.