SAP
Costanza Tedesco
Michael Shubra
Lauren Bachenheimer
OGILVY & MATHER
Josh Tavlin
Sung Chang
Mark Davis
Stephen Winston
Spencer Osborn
MINDSHARE
James Powell
Suzanne Weis
VP-Global Advt.
Dir.-Global Advt.
Dir.-Global Advt.
Sr. Part.-Group Creative Dir.
Sr. Part.-Group Creative Dir.
Assoc. Creative Dir.
Copywriter
Sr. Part.-Mngng. Dir.
Assoc. Media Dir.
Assoc. Media Dir.
Nikon
NIKON INC.
Yasuyuki Okamoto
Lisa Baxt
Pres.-CEO
Sr. Comm. Mgr.
MCCANN ERICKSON NEW YORK
Joyce King Thomas CCO
Larry Platt Sr. VP-Creative Dir.
Thomas Sullivan VP-Creative Dir.
Kathy Love Sr. VP-Exec. Producer
Kevin Scher Exec. VP-Group Dir.
Wendy Leahy VP-Art Producer
MRM
Kristy Hunston
Greg Kaplan
Mgmt. Rep
Sr. VP-Creative Dir.
INITIATIVE
MYTH BUSTERS
SAP develops enterprise software that makes companies more
efficient and profitable. The brand is inextricably linked with
best-run businesses in every industry. In order to grow, SAP needed
to reach out beyond its base of large companies to midsize
businesses. This campaign helped SAP do just that by dispelling
myths commonly held by midsize company executives – that
SAP was too big, too expensive, too complex and too slow to
implement for midsize companies. The main message: You
don’t have to be big to be best-run.
ASHTON'S NIKON COOLPIX
By the end of 2007, Nikon’s market share in the point-and-shoot
segment hit an all-time low. Nikon needed to engage young
people to increase its share and compete with the consumer
electronics giants. To get young people to listen, Nikon needed to
stun them. So Nikon created an online application that not only
stunned but also gave young people a chance to stun others.
They were driven to this application via an integrated TV and print
campaign, featuring actor Ashton Kutcher. As a result, Nikon more
than doubled its market share.
