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SAP America

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SAP America, a $7.5B software and solutions company, is recognized around the globe as the leading provider of business software solutions and is the world's third-largest independent software supplier. Accenture is a $13. 7 billion global management consulting, technology services, and outsourcing company. With more than 110,000 employees in 48 countries, Accenture delivers a wide range of specialized capabilities and solutions to clients across all industries.

SAP America and Accenture have teamed up to collectively provide strategic services and software solutions for the financial services industry in the United States.

Te read more about the alliance, click here.

Issue:
SAP America has tremendous credibility among leading financial institutions in Europe, Canada, and several other countries outside of the United States. Within the United States, however, SAP America has limited credibility. As a result, SAP America has boundless opportunities to penetrate the States with its comprehensive software and services solutions for core banking operations.

By teaming up with Accenture, a leading consulting firm with premier banking and financial services clients in the States, SAP America can leverage its strengths and provide the appropriate value as required.

Although SAP is a leader in many markets, including its legacy in the manufacturing industry, there is very little awareness in the U.S. financial services market, a market it hopes to dominate.

Winsper was hired by SAP America to help devise a strategic plan and communications architecture to help build awareness, generate leads and gain a foothold with new clients.

Creative Solution:
The Agency reviewed the entire competitive field, developed a strong value proposition for the Alliance, developed a message matrix for key stakeholders and provided an overarching theme.

It is no secret that the Financial Services market is currently in a state flux and transition – M&A consolidation, new products for retaining and acquiring customers, regulatory issues, pressure for compliance and managing one of the most comprehensive IT infrastructure environments of all vertical sectors. SAP America’s solution helps banks properly set near and far term goals; provide an open solution to help legacy system upgrades, and leverage the systems invested; all with the goals of improving efficiencies, providing better customer relationships and driving growth.

The Agency’s recommended overarching theme, “Transform”, speaks directly to the Key C-Suite audience who are the catalysts for business change and operational goals.

Since each C-suite title has individual, departmental and enterprise-wide agendas, the communications had to speak to each on their own terms.

The multi-media campaign was targeted to the top C-suite titles (CEO, CFO, COO, CIO, CMO, CRO, VP of Retail Banking, VP of HR, etc.) at the top 100 banks with billions of dollars in assets.

The campaign had to first introduce both brands and the value of the alliance to each person, and then quickly establish a message of credibility and authority. The campaign also required gaining insight from each executive at each banking institution; and of course, the campaign had to drive awareness and generate leads. This was no small task as the Agency had only 7-8 weeks from initial formal input from both the SAP America and Accenture marketing teams to launch.

The campaign had a mix of offline and online components that included:
  1. 24 Versions of Flat DM for building inescapable momentum. The mailers were dropped over a three week period and they guided prospects to a landing page that contained an industry research paper on the subject - the vision of banking over the next five years.
  2. Then each person received a personalized 3-D mailer (individual names and company names were part of the content). This is where the theme of transformation came to life. Headline titles included a posing question, almost a challenge to entice the officers to continue the dialogue with the brand. For example, the CEO mailer headline was “How do you transform your title from CEO to Chief Equity Officer?” The COO mailer headline was “How do you transform your title from COO to Chief Opportunity Officer?” and so on. Inside the mailer, the officer was introduced to an offer of an industry comparison KPI report that would give them the opportunity to evaluate their company’s performance versus the competition.
  3. Each person was then invited to their own personalized sitelet (www.SAP.com/JohnDoe). The campaign sitelet was a decision tree that served up data that corresponded to their opting in their leading pain points. The sitelet tracked respondents’ behavior and the information they provided and “pinged” the appropriate salesperson in real-time so they could make a judgment and have the option to contact the prospect as they advanced through the site. The offer was then downloaded.
  4. There was also pre- at- and post-telesales for qualification as to start funneling the opportunities to the sales force. In addition there was mid-campaign tele-research to determine receptivity thus allowing the campaign to adjust accordingly.
Initial Results:
Winsper - A thinking company.