BBDO New York Recalls SAP’s Capabilities in a New Light with AI-Powered ‘Be Ready’ Campaign

With the world changing so quickly around us, it’s harder than ever to know what to do when important events have the potential to change attitudes and industries overnight. In efforts to showcase this, SAP launched a 10-day activation, in three cities - on major DOOH units in NYC, LA and Atlanta – and across Meta and LinkedIn social platforms.

To showcase the uncertain and dynamically changing world that businesses need to be ready for, and to creatively highlight SAP's capabilities, the campaign used Generative AI technology and rapid decision making by people to publish new advertising copy and images in less than 24 hours. Each morning new billboards and social posts went live, interpreting in one image what business leaders needed to be ready for that day, changing with the news, culture and business cycle.

SAP knows that more than ever, businesses and the people who run them must be ready for anything ,in a world where volatility and uncertainty constantly unfolds around them. The most successful leaders know they can also seize important moments, in the moment, when they empower their people with the digital technology to act with agility.

With its customers representing 86% of commerce worldwide, SAP works tirelessly with the world’s most recognized brands to do exactly that: empower people with enterprise applications so they can BE READY for anything today.

Matt MacDonald, chief creative officer, BBDO New York said: “The pace of innovation and change is happening so fast right now, that a campaign like ‘Be Ready’ just begs to be executed in real time. And what better way to do that than to combine the power of artificial intelligence with human ingenuity.”

James Young, EVP, head of digital production, BBDO New York said: “This idea represents how we should be looking at generative AI - as a tool that still needs innovative thinking and a creative mind to wield it. Having this kind of technology accessible to us inspires our team's work and allows us to explore concepts in a shorter amount of time. We’re at the beginning of a significant and industry-wide shift right now and it’s incredibly exciting to be a part of it.”

Ada Agrait, SVP, corporate marketing, SAP said: “Business-built AI gives organisations the agility to be ready for whatever comes every day. This campaign activation exemplifies an organisation’s ability to continuously pivot when AI is infused into its business processes.”

Tim Hoppin, SVP, global head & creative director, brand and awareness, SAP said: “Creativity and marketing is facing new opportunities with this new generation of AI, just like every one of our customers. SAP’s goal is always to find new ways of using technology to amplify what's possible for the humans in any system. This is true in SAP products and in SAP's creative brand expression.”