Challenge:
Help a global 100 corporation reposition its brand to the mid-market segment. Increase website community membership and participation.
SAP has given our creative team the challenge and opportunity to
present traditional business ideas in non-traditional ways. Leveraging
their strong visual identity, we have been able to let their audience
experience the SAP brand in a whole new way.
Factors considered:
With a dominant position in the enterprise-level business software market, SAP sought to aggressively expand its position in the mid-sized business market. The companies our client wanted to reach needed clarity and understanding regarding the suitability of SAP's solutions.
Market thought leaders identified as "e-fluentials," prominent IT professionals who affect purchasing decisions, could potentially be leveraged to carry the company's message forth to the market.
Our solution:
Dispelled misperceptions about SAP's mid-market expertise and promoted the benefits of ERP, the company's flagship business software product. Introduced an entirely new customer experience by creating custom games, online commercials, a futuristic world, an arcade-quality experience, a 3-hole virtual golf challenge, and a unique interactive Value Calculator aimed at communicating the company's mid-market value proposition.
Gold, Interactive Marketing Banner w/Integrated Microsite
2004 Icon Awards
Gold, Direct Marketing Speciality
2004 Philly Gold Awards
Gold, Integrated Multimedia Campaign
2004 Art Director's Club of Philadelphia Awards
Silver, Interactive Media
2004 Addy Awards
SAP ERP Viral Campaign
