The campaign, developed by Ogilvy & Mather New York, includes TV, print, online and mobile. The budget was undisclosed.
“We are very, very excited. The ads truly help redefine what it means to be a best-run business,” said Marty Homlish, global CMO at SAP. “They show the depth and breadth of what we do as a company to help our customers become best-run businesses.”
The ads feature such SAP customers as BlackBerry (Research in Motion), Burton, Forbes, Harley-Davidson, NEC, Sharp and Speedo.
TV spots (60- and 30-second versions) break Tuesday on networks including NBC, CNN, CNBC, ESPN, Fox Business and MSNBC.
The spots are edgy and show a montage of different SAP customers, such as a biker on a Harley-Davidson, a swimmer wearing a Speedo cap, a snowboarder on a Burton board and a boater on a lake using a BlackBerry. During the spots, headlines such as “Run Cooler,” “Run Smarter” and “Run Bolder” flash across the screen.
At the end of the commercials, copy reads, “Every business runs differently, but the best run better with SAP.”
“The ads reflect the leadership style and transformation of the company, and the personality of the company—being much more approachable and open,” Homlish said. “These are truly iconic brands, and they have embraced the campaign. It's a great testament to the relationship and trust between SAP and our customers.”
Print ads, running in publications including Fast Company, Forbes, The Economist, Harvard Business Review and The Wall Street Journal, feature individual customers, with more information about how SAP is helping them succeed.
For example, one ad shows a photo of a Siemens wind farm and explains how Siemens Energy uses SAP software to improve its operations and develop efficient energy solutions. Another print ad shows a photo of a Lufthansa jet, and talks about how the airline uses SAP software to help integrate operations across the company.
The campaign also includes online ads and videos, which are available on www.sap.com/run.