SAP: The Future of Marketing has Feelings

German software corporation SAP launched the new category of Experience Management with a campaign that used psychographic targeting to reach its audience of business travellers.

Campaign details

Brand: Experience ManagementBrand owner: SAPAgency: PHD GermanyCountry: Germany

Executive summary

When SAP bought survey software company Qualtrics in November 2018, a new category of software was born: Experience Management.

SAP sought to create awareness for the new-born software category and establish themselves as the leader within it.

Market background and business objectives

There’s often an astounding disparity between how brands think customers feel about their products and services and how they actually feel.

Operational data (O-data) – like costs, revenues, and sales – show what is happening...

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