SAP Branding Campaign

SAP aims to present itself as a top employer for graduates and, for this, the company wanted to come across as an exciting and innovative workplace.

Under the motto, “Turn your ambitions into results”, SAP’s innovative media campaign centred on an interactive mega screen. Students can send their ambitions for the future to the screen via text messages with the results being immediately visible. The ambition is presented as a text message and animated. Movements in front of the screen can also control the text messages.

The mega screen could be seen in the central areas of select top German universities and wherever it appeared during its tour throughout Germany it caused quite a stir amongst students. This was hardly surprising as the medium equally combined fun, new technology and content.

The plan worked! Within only a few weeks, the campaign generated hundreds of text participants as well as numerous applications for jobs. The result: those who use and intelligently link innovative media are perceived as innovative employers. (Ogilvy Interactive)

“With the SAP employer branding campaign we linked various media with one another to position SAP as an innovative employer. The special highlight of the campaign was, of course, the interactive mega billboard which impressed not only students whilst “on tour” with its impressive appearance as well as its innovative technology, prompting everyone to interact. The team at DEON was a valuable and competent partner for us in this,” Jens Rasper, Ogilvy Interactive


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