Business and technology consultancy Slalom has launched a new advertising campaign, titled "Zero Legacy," which includes a television commercial aimed at companies struggling with outdated technology. The ad, which began airing this month on CNBC and online platforms, personifies a “Big Old Backend System” as a character named BOBS who is being honored at a comical office farewell party.
The campaign's strategy is to use humor to address the challenges many organizations face with legacy systems. The commercial depicts coworkers acknowledging the contributions of their aging tech system while recognizing the need to transition to more modern solutions.
"BOBS isn’t just a character; it’s a symbol of the comfort zone many companies need help moving beyond," said Sangeeta Prasad, Slalom’s Chief Marketing Officer, in a statement announcing the campaign. The company suggests this approach is a departure from the more rigid marketing styles often seen in the consulting industry.
The campaign enters a market where legacy systems remain a significant operational and financial burden for many enterprises. According to data from Gartner cited by Slalom, 70% of enterprise workloads are still housed on legacy systems, which can consume as much as 80% of IT budgets. This level of spending often hinders investment in new technology and innovation.
Slalom positions its legacy modernization services as a strategic solution to this problem. The firm offers AI-assisted strategies designed to help clients move from on-premise or outdated infrastructure to cloud-native platforms.
“Legacy systems helped build today’s leading companies, but the future demands agility, scalability, and modernization,” stated Amy Loftus, Chief Customer Officer at Slalom. She noted the firm uses a "phased, low-risk" approach to help clients update their systems while maintaining business continuity.
The commercial was created in partnership with the agency Special Operations. The campaign is designed to engage business and IT leaders by framing the technical issue of system modernization in a more relatable, human context.
View the video here.
SOURCE: Slalom
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