SAP: The Future of Business Has Feelings by BBDO New York

Earlier this year, SAP acquired Qualtrics, a global pioneer in experience management. With Qualtrics, SAP gained an ability to accurately measure people’s feelings about a company or experience. In other words, an ability to help businesses better understand what customers and employees are thinking and then operationalize/adjust products, processes, etc via SAP technology to address their needs.

This week, SAP is launching new B2B advertising which focuses on the complexity of feelings, and what can happen when you put those feelings at the center of your business. This includes television advertising featuring Clive Owen, who first appeared in SAP advertising in 2017. Owen appears in an anthem 60-second spot, as well as an array of shorter social pieces. The idea is that the future of business is all about feelings, and features SAP’s ongoing end line, “The best run SAP.”

A print campaign accompanies these films, and the work will appear in a combination of broadcast and cable TV, national magazines and newspapers, and across SAP’s various social platforms. The campaign will also be adapted in key markets across the globe including Germany, UK, Australia and Japan.

It was created by BBDO New York.