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Client:
SAP Campbell
Campaign:
Positioning Ads
Title:
"Biker"
Objective: Reposition SAP Campbell from a labor scheduling vendor to a provider of larger, enterprise-wide, decision-support software.
Problem: Connect with retail industry's upper executives.
Solution: This ad illustrates a challenge among executives: speeding along without visibility. The yellow blindfold became a brand icon for two years, and was used extensively in direct mail, Web, and trade show promotions.
NOTE: This ad was produced as a magazine insert (the media buy is as important as the creative in generating response), and won first place as measured by the Harvey Research Group, with double, yes double, the recall and response of the second-place ad.
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