SAP

Three lead generation campaigns with digital and direct mail

Insert Detail

SAP S/4 HANA
Copy Challenge:

An extremely complicated product needs a simple way to get in the door at new companies. SAP marketers wanted to get stakeholders talking about what their companies were doing to address the digital economy in the context of their newest ERP, S/4 HANA.

My funny mugs (ok, well remember the context)

Copy Solution: 

An intriguing direct mail delivery of three funny (if I do say so myself) coffee mugs nestled in a larger box that directed the recipient to keep one and share the other two with members of his or her team as a way of starting an important conversation. Each mug included several inserts explaining why a high-tech company would be sending such a low-tech item, a foldout leaflet with facts about digital transformation and a letter introducing the business problem and solution. The package drove to a  custom URL featuring a sales lead form and more information about how S/4 HANA is bringing companies into the digital age. Follow ups included a three-touch email stream and sales calls.

THE FASHION COLLECTION FROM SAP
Copy Challenge:

SAP had created a super smart product for fashion businesses. The trouble was, the fashion industry wasn't interested. 

Copy Solution: 

We decided that to talk to the fashion world, we should use a language they'd relate to. We made a full-color look book with editorial spreads and delivered it in a premium black box. It looked like a fashion book, but instead of the latest styles, it was all about business benefits. The book drove to a fashion-centric website and was followed up by a three touch email stream featuring models and editorial-type headlines.

My funny mugs (ok, well remember the context)

Spreads from the Book

SAP HANA
Copy Challenge: 

Take the SAP tagline "Run Simple" and create a doorbuster campaign focused on the idea of simple in the context of the HANA product. 

Copy Solution: 

We made a set of coasters featuring quotes about simplicity from famous people on one side, and product information on the other. The package lead to a custom landing page with a lead generation form. 

Coaster Detail

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