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SAP Software
SAP Image and Awareness

RAN IN: United States

CLIENT
SAP America

AGENCY
Anderson & Lembke, Inc. *Lead Agency


SUMMARY

SAP had successfully penetrated the Fortune 100 companies and needed to expand it's market. However, it was relatively unknown outside the high end of the market and those who knew of SAP, percieved it as being right only for the big guys. Advertising had to increase awareness and change exsisting perceptions. The results were immediate and dramatic. Top-of-mind awareness increased from 5% to 28% and 50% of new sales now come from smaller companies.


Language: English