O&M Redefining SAP

Ogilvy & Mather is rolling out a $100 million global campaign for software giant SAP AG.
Two TV commercials, in 30-, 60- and 90-second executions, introduce MySAP.com, the German company’s new Internet business solution portal.
One spot features pro golfer Gary Player. In it, a caddy uses MySAP.com to replace Player’s missing wedge during a tournament. “In MySAP.com’s Internet marketplace, different companies come together to help you get things done,” says a voiceover.
The other spot shows a woman using the portal to book an airline reservation when her flight is canceled. The tag is, “You can. It does.”
The campaign was developed by O&M’s Los Angeles office, under the supervision of group creative directors Greg Harrison and Steve Chavez. Erich Joiner of Tool of North America directed.
Co-president and executive creative director Joe McDonagh noted that the challenge for the agency is to shift the perception of SAP from a company that offers back-end software business solutions to one that “truly delivers on the promise of the Internet.”
The TV will be supplemented by print work appearing as dioramas in airports, billboards and bus sides, as well as in magazines and newspapers. OgilvyOne, O&M’s direct response unit, is simultaneously launching its own campaign for the client.
This is the agency’s first effort for SAP since landing the consolidated account last fall without a review [Adweek, Oct. 4]. K