You may already have come across Infor’s “Down with Big ERP” campaign (positioning Infor as plucky/fit-for-purpose underdog in a similar way to Tibco’s “Greg the Architect” and Lawson’s “Lars Lawson” video series).
Infor’s campaign has created a fictitious “Big ERP” character to represent what they see as the problem with the top software suppliers. The campaign is being taken to market across far more channels than either the Tibco or Lawson examples; this video provides a neat summary of the purpose/campaign activity:
One interesting note – it seems that this video on YouTube currently has less than half the views of an unoffical response video (600 vs 1600 views).
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