Cannes Lions
OGILVYONE, Santiago / SAP / 2005
Overview
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Description
SAP does not work for a particular size of company. It works for companies.The strategy was to change the angle from which small and medium sized businesses saw SAP. The idea was to communicate with them, telling them that SAP did not offer solutions to big companies just because they were big, but because they were companies.
Outcome
Goal: 15% response rate.Result: 19.9% response rate.
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