SAP rolls out global ad campaign

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Enterprise software company SAP, celebrating its 40th anniversary this year, debuted a global ad campaign called “Run Like Never Before” last month. The campaign, created by Ogilvy & Mather New York, includes TV spots as well as print, online and mobile ads. It broke April 17 in the U.S., Brazil and Germany. The budget was undisclosed. The campaign is designed to boost awareness of SAP and show how its technology offerings in mobile, analytics and cloud computing help customers do business. It also supports the company's goal of 1 billion people using SAP software by 2015. “'Run Like Never Before' champions the promise of SAP technology to help companies both big and small to not only run better but fundamentally transform how they do business,” said Chris Curry, creative director at Ogilvy & Mather. “With its new capability offerings and categorywide expertise, SAP is teaming with its customers to develop new ways of working and to do things they may have never thought possible,” he said. TV spots, which were shot on location in China, Hong Kong, India, South Africa and the U.K., are running on cable networks CNBC, CNN, ESPN and Fox News. The ads show how SAP helps businesspeople via applications that help manage their businesses using mobile devices anywhere—from inside a taxi to a baseball game. Print ads are running in publications including Fast Co., Forbes, Fortune and The Wall Street Journal, and feature some of the applications showcased in the TV spots. One print ad, called “Taxi,” uses the headline “Run the numbers from the taxi.” It explains how SAP mobile solutions let businesspeople manage their pipelines, launch promotions or redeploy resources remotely and securely. The ad drives users to a microsite at, which provides more in-depth information about SAP mobile solutions, as well as case studies. SAP is also using social media like Facebook, LinkedIn and Twitter to promote the campaign.
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