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SAP
Live Business

RAN IN: North America

CLIENT
SAP

Maggie Chan Jones , Chief Marketing Officer
Michael Shubra, SVP, Global Brand Management, Advertising and Integrated Media

AGENCY
BBDO New York *Lead Agency

David Lubars , Global Chief Creative Officer
Greg Ketchum, EVP, Executive Creative Director
Tom Godici, EVP, Executive Creative Director
Corey Rakowsky, VP, Creative Director
Kleber Menezes, VP, Creative Director
Alex Caredes, SVP, Global Account Director
Damon Garrett, Associate Planning Director
Gerhard Remlein, Executive Lead


PHD


Critical Mass


RAPP


eg+ Worldwide


SUMMARY

As one of the world's leading business IT companies for over 40 years, SAP has helped hundreds of thousands of customers solve every problem imaginable. But offering these best-of-breed solutions separately (for 14 functions across 26 industries) confused customers and diluted SAP's messaging. The answer was to combine all of SAP's solutions into a single, live system. With one story that presented SAP's capabilities in a whole new way. We called this new way of working “Live Business” and changed the way SAP's audience and customers saw them.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;DIRECT;Email;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;Mobile/Tablet Optimized Website;INTERNAL MARKETING;MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;Billboard;Other (OOH);PR;PRINT;Custom Publication;Magazine - Digital;Magazine - Print;Newspaper - Digital;Newspaper - Print;Trade/Professional;PROFESSIONAL ENGAGEMENT;Continuing Engagement;In-Office;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TRADE SHOWS;TV;Sponsorship (TV);Spots (TV)

Audience: IT and Business Decision Makers

Objectives: Build, defend brand position

Type: Business-to-Business

Classification: National;Multinational;Non-English

Language: English