Campaign details
Brand: SAPBrand owner: SAPLead agency: PHD SingaporeCountry: SingaporeIndustries: Information technologyMedia channels: Programmatic display, Social mediaBudget: Up to 500k
Executive summary
Challenged with sluggish growth, rising alternatives 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 it changed strategy based on a simple insight and started to look internally rather than externally for new sources of growth. In doing so, it found a treasure trove of semi-forgotten,...