SAP Shows How Businesses Are 'Live' in the Digital Economy

Campaign Features Customized Motorcycles and Aerial Karate

Published On
May 23, 2016

Editor's Pick

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


May 23, 2016
Brand :
Client :
Agency :
BBDO-New York
Chief Creative Officer :
David Lubars
Chief Creative Officer :
Greg Hahn
Executive Creative Director :
Greg Ketchum
Executive Creative Director :
Tom Godici
Creative Director :
Corey Rakowsky
Creative Director :
Kleber Menezes
Copywriter :
Marten Engstrom
Art Director :
Andres Maldonado
Creative Project Manager :
Maribeth Truffa
Executive Producer :
Alex Gianni
Producer :
Alexander Loubek
Director, Music Production :
Rani Vaz
Business Manager :
Shelly Bloch
Managing Director :
Gerhard Remlein
Executive Client Lead :
Gerhard Remlein
Global Senior Director, Brand Communications :
Alex Caredes
Account Director :
Kristen Roche
Account Manager :
Katherine Grib
Production Company :
Director :
Craig Gillespie
President :
David Zander
Executive Producer :
Emma Wilcockson
Producer :
Deb Tietjen
Director, Photography :
Masanobu Takayanagi
Production Designer :
Jamie Vickers
Editorial Company :
Rock Paper Scissors
Editor :
Carlos Arias
Assistant Editor :
Alexandra Debricon
Executive Producer :
Eve Kornblum
Producer :
Charlyn Derrick
Telecine/Visual Effects Company :
Method Studios
Senior Vice President, Business Development :
Stuart Robinson
Executive Producer :
Angela Lupo
Senior Visual Effects Producer :
Heather Saunders
Visual Effects Supervisor :
Ray Giarratana
Lead Flame Artist :
Tom Leckie
Colorist :
Sofie Borup
Color :
Company 3
Producer :
Clare Movshon
Production Company :
Company 3
Music :
Storefront Music
Composer :
David Kaye
Composer :
Adam Elk
Composer :
John Sneider
Sound Design :
Joseph Fraioli
Sound Design Company :
Jafbox Sound
Mix :
Heard City
Mixer :
Philip Loeb
Managing Director :
Gloria Pitagorsky

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