SAP KSA

The Client

SAP started in 1972 as a team of five colleagues with a desire to do something new. Together, they changed enterprise software and reinvented how business was done. Today, the same entrepreneurial spirit continues to drive their culture of creativity, diversity and collaboration.

SAP is now at the centre of today’s technology revolution. The market leader in enterprise application software, SAP helps organisations fight the damaging effects of complexity, generate new opportunities for innovation and growth, and stay ahead of the competition.

The Challenge

SAP KSA, SAP’s software business in Saudi Arabia, were looking to increase their B2B business and sales from the MENA region. They were keen to tap into the excitement and prestige surrounding sport and so we suggested they advertise in La Liga, using targeted Digital Billboard Replacement (DBR) technology.

As with all advertisers, SAP KSA wanted their brand’s message to be easily tailored to their target audience. They were impressed with how the DBR advertising platform could specifically target their key regions.

Actions

SAP KSA elected for an advert design which included the logo and Arabic slogan on the perimeter boards. We also included a transition design which displayed their website. Including a call to action can add huge benefits to a perimeter advertising campaign.

Through the La Liga MENA DBR advertising feed, we placed their adverts on the perimeter boards during the 2017-18 season, at Real Madrid and FC Barcelona away matches watched in MENA.

Advert designs used during the campaign

The Result

SAP KSA’s advertising campaign with us aligned the B2B brand with the prestigious reputation of top La Liga teams. The main objective was to grow awareness of their services in the company of other businesses, with their campaign successfully reaching this objective.

SAP caught the attention of decision makers in their masses and found that their presence in football enabled new forms of conversation with potential clients, helping to win business and grow rapport. As a direct result, recognition from high-profile fixtures resulted in an increase in brand awareness. In turn, this grew business and sales enormously for SAP within their target markets, representing a highly valuable campaign.

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