The Concept
When it comes to running a business, sometimes the path ahead is obscured by the daily minutia. Keeping up with the status quo takes the place of looking to the future. But what if you could find the right solutions to support your company? Something that could clear up all the boundaries and obstacles standing in the way of realizing your biggest ambitions?
That's where SAP comes in—clearing the path by simplifying daily operations. Optimizing and automating integral systems to declutter headspace and make room for big ideas. We're all about championing your business—acting as a catalyst for change, a set of tools helping you achieve operational excellence, and allowing you to put your focus on ideas that push your company forward.
Because you don't have to be enterprise-sized to achieve enterprise-level success. And whatever path you choose, we have the perfect, scalable solutions that will help pave your way to success. You may not think you're ready to go that big—but you are, we promise! And we'll be right there, celebrating your future success, standing by your side as you take in that radiant path ahead, full of promise and waiting to be traveled.
Visual language
This idea is brought to life visually by depicting growth through forward movement, leading lines, and camera perspective. The expansive, open imagery captures the breadth and reach of our audiences, but more importantly, it embodies the sense of limitless possibility and growth. Our diverse audience is captured through a lens of confidence, expressiveness, and eagerness to achieve their wildest dreams. Keeping the brand blue at the center of the visual expression, we bring in expressive accent colors to create a moment of delight.
Why it works
This concept works for both the awareness campaign and the demand generation campaign. By leveraging the same inspiring message that empowers midsized business leaders, we create a continuous through line between different parts of the customer journey. From aiding brand awareness to driving traffic to our hero offer, clearing the path establishes a narrative that inspires medium sized business owners to do more and helps them achieve their aspirations.
Building awareness
In an effort to boost awareness of SAP with midsized business owners and show them there's a way to grow beyond their wildest dreams, we'll launch a 360 campaign across paid social and digital. Through compelling storytelling featuring relevant midsized companies and their leaders, we'll bring to life their stories—showing how their path to future achievements is being cleared with the help of SAP. This visual metaphor highlights how easy it is to get where you need to go once your path is less obscured.
Cleared Paths
360º campaign launch video
Frame 1: Open on a shot of PRIYA, owner of an organic snack brand, looking hopeful and earnest walking down a warehouse hallway.
VO: Every business owner has that one goal for their company...
Frame 2: Cut to a shot of STEVE, a solar energy company owner, shaking hands with an investor. He looks proud and optimistic.
VO: That keeps them doing and dreaming...
Frame 3: Cut to a shot of TODD and MARIA, tech startup founders, looking excitedly at something on their computer.
VO: Pushing for something bigger and better, just around the bend.
Frame 4: Cut back to PRIYA's factory. Camera pans down a cleared pathway through factory equipment.
VO: Well, at SAP we believe that all you need to get there...
Frame 5: Cut back to STEVE's solar panel field. Camera pans down as he walks through a cleared path of solar panels.
VO: Is a little help moving what's in the way.
Frame 6: Cut to a bustling city street. Camera pans down a clear path through the pedestrian walkway.
VO: Because when your path is cleared, you can achieve success beyond your wildest dreams.
Frame 7: Cut back to PRIYA's factory. Camera soars up into the sky, showing how big her operation has gotten.
VO: Like taking your organic snack brand national...
Frame 8: Cut back to STEVE's solar panel field. Camera flies up into the sky, showing how big his solar panel fields are.
VO: Or expanding your footprint in a larger-than-life way (literally).
Frame 9: Cut back to the Nasdaq floor. TODD and MARIA tech company's logo is on the wall and the press is celebrating their company going public.
VO: So take the risk. Go public. Make some waves. We'll be right here, cheering you on, every step of the way.
Frame 10: Resolve on an end card.
VO: SAP is here to help clear the path.
Secondary activations
There are many ways to extend this campaign and boost awareness for SAP. These complementary activations help clear the path in a very tangible way for business leaders.
Your path awaits:
The 360 campaign will drive to a microsite, where prospective midsized company leaders can get a personalized future-state 'case study' for their company.
It'll demonstrate how SAP can help clear their path and find their ideal future state through guided insights.
We'll also include potential results they could achieve by working with us. That way this video can double as internal pitch material to help them sell through SAP to their internal teams.
Path to success pop-up:
We'll create a 'Path to success' pop-up experience at conferences designed for midsized businesses.
Company leaders will literally walk down a branded hallway filled with SAP success stories. Each case study will ladder up to SAP's solutions to common growth pain points.
At the end of the pop-up, there will be a touchscreen with our 'Your path awaits' microsite on it for them to try out in real life.
Demand generation
We'll continue our larger campaign about clearing the path with a hero offer, enticing midsized business leaders to engage with Grow with SAP. So, what are we offering? Introducing Finding Your Path—a reality mini-series documenting the total transformation of six lucky midsized businesses. With the personalized help of some of the brightest minds at Grow with SAP, they'll work directly with business leaders to optimize their company's day-to-day operations and achieve extraordinary feats. We'll share the entire mini-series across paid social and digital to garner even more engagement and interactions.
Call for entries:
Through a series of paid ads, we'll put a call out for our midsized business leaders to enter for the chance to be featured in the series. They'll be able to apply for the opportunity through the Grow with SAP page.
Adding value:
Once they've applied, we'll provide them with some helpful Grow with SAP resources to explore while they wait to hear if they've been selected for the mini-series. If not selected, we can continue to provide additional program value through a drip campaign.
The narrative builds…
We'll surprise the selected participants by literally rolling out the blue carpet and clearing the path to greatness. The Grow with SAP crew will show up with a regal, SAP-branded blue carpet rollout to announce and celebrate each business leader in a larger-than-life way.
Then the team will get to work. They'll collaboratively optimize each company's operations to foster transformational growth. Throughout, the SAP crew will explain and further plug the many benefits of Grow with SAP.
A few months later, we'll follow up with each of our selected leaders to see where their paths have led them. This entertaining and captivating before-and-after approach will be sure to draw in viewers while garnering engagement for Grow with SAP.
How we got here
At Designit, we believe in radical collaboration and rapid ideation.
Our mantra is:
1. Dig shallow holes.
2. Mine for gold.
3. Iterate. Iterate. Iterate.
Our strategy team collaborated on the brief then looped in creative to ensure the insights were clear and actionable. But the strategy work didn’t stop there. Our creative and strategy teams worked together to develop all the big ideas before our larger response team came together to stress-test them.
We believe that everything should be based in strategy and that everything should tell a story that ladders up to the broader brand narrative.
This is how we show up and we love to bring our partner stakeholders to develop the more impactful work we can - together.
