#DontBeThatGuy - Origina Case Study

By Ian Blake on 28 June 2019 11:55:02 BST

David vs Goliath

Many companies around the world run on IBM software. When it comes to software support, many CIOs and SAMs (Software Asset Managers) of these companies also choose IBM by default. It’s seen as the safe option.

IBM built the systems therefore IBM should service them. It just makes sense to personas who are typically risk-adverse by nature.

This is the challenge facing Origina, the world's leading, independent, third party, IBM software support specialists.

Origina have an amazing business model, with many unique and strong USPs. Most of all, they offer the market a choice. The market just doesn’t know it yet.

Awareness Challenge

This wasn’t just a brand awareness problem. Awareness of the third party sector was also a problem. The challenge was to disrupt the market, get Origina’s message heard, and introduce more personality into their brand. And do it all on a limited budget.

Brand Building

To compete with a global goliath like IBM, Origina understood they needed to behave like a digital disruptor and shake up the status quo. Indeed, the more you investigate, the more compelling the case to move your enterprise IBM software support to Origina -

  • Cost savings averaging 60% (millions for large enterprises)
  • Flexible contracts (compared to 3-5 year long fixed contracts)
  • Quicker access to experienced and dedicated engineers
  • No forced upgrades to new versions
  • Lifetime support for legacy applications
  • Clear and transparent contracts (compared to complex IBM legalese

Such was one-sided nature to this argument, it was laughable. This proved a eureka moment - we realised that we would have to tell a farce simply to tell the truth.

While B2B content often has a dry and serious tone that lacks emotion, we wanted go in the opposite direction to stand out, using a lighter touch and a sense of humour to communicate Origina’s brand offering and benefits.

So to highlight just how manipulative the IBM monopoly stranglehold on this market was, we created a series of 6 farcical videos, with each video demonstrating an Origina USP.

While the video series was set in Ireland to reflect Origina’s roots, they have an international reach so it was important to use an American voiceover, the home of IBM, as the voice of reason.

The campaign landing page also houses campaign blogs, articles, guides, case studies, savings enquiries and other value added content assets available to download.

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CIOs and SAMs (Software Asset Managers) are the primary audience.
Risk-averse by nature, we wanted to highlight uncomfortable gaps in their due diligence (if they hadn’t researched the third party market) by striking a cord where it hurts - the fear of failure.

It was important for our targets to understand that their colleagues & bosses could also be watching too. Nothing ramps up the ‘fear’ more than heat from just over your shoulder in a modern open plan office.

As a result, we wanted to broaden the appeal - “Know anyone in IT? Pass this on and tell them #DontBeThatGuy”.

So we used a universally understood analogy to communicate Origina’s brand values, simplified the messaging so anybody would get it without any hard thinking, and injected humour to encourage engagement and social sharing.


The campaign only launched in April 2019, with campaign assets, on and offline content collateral scheduled throughout the coming months. However, the results from initial promotion on social channels are very encouraging -

In just over a month from launch, the videos had attracted almost 200,000 full-length video views for a combined budget of under €10,000.

What the client says:

“The purpose of this campaign is brand awareness. We are IBM’s only competitor in the provision of third party IBM software support. We wanted to create a campaign that would compete with such a large company, simplify the messaging of a very complex service, resonate in our target persona’s mind, yet not cost our whole annual marketing budget. This campaign has achieved this and more. We have had an increase in conversations from events, people are asking us more educated questions, they are warmer leads! With dontbethatguy and our other marketing activities we have already doubled our traffic to the site, and tripled our returning visitors to the site.”

- Sinead Geraghty, Marketing Director, Origina