To make a tech product relatable to a non-tech audience, we told the story in the language of fashion with a full-color look book focused on the benefits of SAP HANA to the fashion industry. I came up with the creative concept for the book, wrote all the headlines and copy, and worked with the design team to create a high-end, fashion forward experience. 

After the lookbook arrived, recipients got a series of emails encouraging them to click and schedule a call with an SAP sales rep. 

When we started this project the president of the company declared we wouldn't be sending mugs from a tech company. I took that as a challenge and used his words against him to say that's exactly why we should send mugs from a tech company as a way of starting very human conversations about tech. Each mug featured a cheeky digital economy conversation starter and a foldout encouraging recipients to keep one mug and share the others with team members.

The goal of this doorbuster was to come up with an object that an executive was likely to keep in their office. After exploring the world of fidget toys, we decided to go for the highly practical, and ever useful coaster set. Each coaster featured a thought-provoking quote about the digital economy on one side, and a statistic underscoring the need for SAP HANA with a CTA on the other.