SAP: The Future of Marketing has Feelings

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

Campaign details

Brand: SAPBrand owner: SAP SELead agency: PHD GermanyContributing agency: SoD ScreenOnDemandMarket: Austria, Germany, SwitzerlandIndustries: Information technologyMedia channels: Mobile & apps, Outdoor, out-of-home, TelevisionBudget: Up to 500k

Executive summary

In November 2018, cloud company SAP acquired the survey software company Qualtrics – an acquisition that was sometimes pushed to the sidelines, but in fact marked the birth of a new category of software: experience management. What makes this so special is that these software solutions combine operational data with so-called 'experience data' to actively...

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