In a new SAP campaign called "Live Business," motorcycle shoppers get to customize bikes in a shop before buying them and an athletic gear company tries to keep up with a customer's quickly changing interests, including aerial karate.
The idea is to show that "businesses have to be 'live' in this digital economy," said Maggie Chan Jones, CMO at database software company SAP. "'Live Business' is about businesses having insight to act in the moment, whether making a critical business decision or supporting customer needs."
The campaign, which also includes print and online ads, was created by lead agency BBDO New York, and other Omnicom agencies including Critical Mass for the landing page, Rapp for direct and PHD for media. The budget was undisclosed. "Live Business" is an extension of SAP's "Run Simple" campaign, also created by BBDO, which launched last year.
In one TV spot, called "Motorcycle," seen here, business executives of a motorcycle company are in a conference room with data projected on large digital screens, brainstorming about how to grow the business.They throw out ideas such as pumping up promotions and adding more salespeople, or letting customers customize their bikes before buying them, all while watching projections and outcomes (like riders crashing through the store windows) on the digital screens.
In another spot, called "Karate," an athletic gear company is gathering real-time data about a customer's interests and hobbies, which rapidly change from basketball to disc sports to tai chi. One exec asks, "What's she going to like six months from now?" and the data projects aerial karate. They realize they only have one person working on aerial karate.
Read more about the campaign over at AdAge.com.