We are pleased to announce the successful execution of the SME Run Like Never Before Campaign incorporating the SME Ambition messaging in Indonesia, Malaysia and Singapore.
The campaign aimed to connect with ‘next generation’ businesses by speaking to the ambition from one person or a small group of people who lead the company. It’s this ambition that stirs emotion, builds success and above all creates a story that we can all identify with and position SAP as the partner to help them realize those ambitions. It showcased small and midsize SAP customers that have improved business performance, achieved sustainable growth, improved people’s lives through philanthropic contribution while delighting existing customers and acquiring new customers. We took this opportunity to feature SME customers to convey the reality and relevance of SAP to the SME segment. In addition, we extended the brand recognition of the Run Like Never Before campaign to reinforce the readiness of SAP solutions to scale with our customers.
Campaign Objectives:
- Drive perception change that SAP is committed to the SME space. 80% of our customers are small and midsize businesses
- Drive purchase consideration by showcasing how SAP technology (Cloud, Mobile, Social and Big Data) is helping SMEs realize their ambitions
Target Audience: SME owners/ CEOs (next generation SMEs), IT audiences (CIO, IT Operations), Key LoBs
Campaign Duration: Sep – Dec 2014
Highlights
- Multi-touch approach – Brand to Demand Media approach across Web, Print, Social, Radio Talkshow (Indonesia) and Search
- Programmatic buying targeting SME audience segments
- Content partnership with key SME publishers in each MUs to achieve targeted reach
- Build engagement through SME customer stories and research report from Global SME Ambition campaign
- Localised offers in-country to cater to individual markets, eg:
- SME radio show in Indonesia
- The Edge business magazine ad in Malaysia
- Lianhe Zaobao Mandarin print ad and Business Times SME section ad in Singapore.
Campaign Metrics and Impact
Metrics | Impact | Results | ||||||||||||||||
Brand |
|
| ||||||||||||||||
Engagement: |
|
| ||||||||||||||||
Pipeline: |
|
|
Online Destinations for the Campaign
Business Innovation and SCN Blogs – Destination pages for Content Marketing execution:
- Can Small Businesses Achieve Big Ambitions?
- 7 Steps To Realizing Your Ambition
- Be Ambitious: Wow Your Customers
We would like to thank our APJ colleagues Ching Choi Fun, Head, GPO Marketing, Wynthia Goh, Director, Digital, Brand and Social, Travis Teo, Integrated Media Manager, Global Integrated Media, Celeste Fong, Brand Experience Manager and our SEA Marketing colleagues, Yew Mei San, Head of Marketing, Malaysia, Louise Ng, Senior Marketing Manager, GPO, Malaysia, Anastasia Astriani, Head of Marketing, Indonesia, Rita Wijayaningsih, Senior Marketing Manager, GPO, Indonesia, and Lynn Lim, Head of Marketing, Singapore, for all the collaboration to get the campaign successfully executed.
Esther Ho Senior Marketing Manager, GPO South East Asia | Ng Xiao Xuan Digital and Brand Experience Manager South East Asia |
Actual Screenshots
Publication Display Ads
