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SAP Has Been ‘Thinking’; Is Ready To Start ‘Doing’

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With everything — from our devices to our cars to our houses to our businesses — becoming “smart,” it’s probably a good idea to know what they’re thinking.

With a new campaign launching this week, SAP suggests it’s the company to help other businesses do so. The effort, titled “Let’s Do This” and featuring actor Clive Owen, is meant to challenge the status quo of doing business.

“We’re responding to a lot of the challenges that we’re hearing from our customers,” Alicia Tillman, chief marketing officer at SAP, tells Marketing Daily.“There are a lot of channels and opportunities that provide insight; it’s necessary to start taking that insight and turning it into a benefit for your business.”

In the spot (from BBDO New York), Owen says he’s been “thinking about thinking.” Moving through different scenarios where everything is “thinking” (from cars and planes to businesses and factories), Owen suggests businesses are “up to their necks in knowledge,” but need a way to turn “thinking into doing.” A graphic reveals SAP and its software products, HANA, S/4HANA Cloud and Leonardo, can.

“There’s a lot of talking in the marketplace [about] technology disruptors,” Tillman says. “We want to help [companies] believe there is a way to move from thinking to doing.”

The spot launches during the Presidents Cup broadcast on NBC over the weekend before moving to cable news broadcasts in SAP’s key U.S. and German markets. With the international reach, the company tested the content to make sure it would play outside the U.S.

“We wanted to make sure the message was universally accepted,” Tillman says. “So we did a fair bit of testing to make sure the complexities are the same throughout the world.”

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