Campaign details
Brand: SAPBrand owner: SAPLead agency: PHD SingaporeCountry: AsiaIndustries: Information technologyMedia channels: Programmatic display, Social mediaBudget: 500k - 1 million
Executive summary
Challenged with sluggish growth, rising alternatives for enterprise solutions, and shorter key decision-maker lifespans in a category that tends to have long lead times, SAP had to find a better way to spark growth.
This case illustrates how SAP changed its strategy based on a simple human insight, that forced it to look internally at a buried treasure of high-value consumers in its databases, rather...