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2020 FINALIST CARPE DIEM - SERVICES
UNITED STATES
SAP Open Letter
RAN IN: United States
CLIENT
SAP
Alison Biggan, President, Global Marketing Alicia Tillman, CMO Michael Shubra, SVP, Global Brand Management, Advertising and Integrated Media
Brit Browning, SVP, Group Planning Director Jesse Schwartz, Account Manager Marina Gokman, Art Director Damon Garrett, Associate Planning Director Greg Ketchum, EVP, Executive Creative Director Steven Schroth, Copywriter Tom Godici, EVP, Executive Creative Director Corey Rakowsky, Creative Director Kleber Menezes, Creative Director Gerhard Remlein, Managing Director, Executive Client Lead Sascha Uzzell, EVP, Senior Director Kristen Roche, SVP, Account Director
PHD
Asli Hamamci, SVP Global Client Business Lead
eg+ Worldwide
Donna Mendietta, Project Producer
SUMMARY
After acquiring Qualtrics in late 2018, SAP used the Wall Street Journal to publish an Open Letter to readers explaining their vision for “Experience Management”.In one of the most traditional media channels, SAP chose not to explain the technology but demonstrate what it could do.In just one activity, Wall Street analysts saw beyond the financials of the deal, bought into SAP’s new vision, and raised their long-term outlook for SAP as a business and what it now had the potential to do for its 400,000+ customers.
