SAP x MERCEDES-AMG PETRONAS F1
CONTENT-FIRST SPONSORSHIP ACTIVATION
Adding bundles of creativity and relevance to SAP's B2B storytelling through their partnership with the Mercedes-AMG Petronas Formula One Team and Lewis Hamilton
THE BRIEF
SAP turned to AND THE NEW to produce a creative and engaging social-first campaign with Lewis Hamilton for their sponsorship of the Mercedes-AMG Petronas F1 Team.
SAP's main challenge was that they did not have a fully implemented technology showcase yet integrated within the Mercedes F1 team. As a result, they needed to create a story that would appeal at a top-of-funnel level.
Working with SAP, our creative insights team tapped into one core statistic: 80% of the world’s commerce at some point touches an SAP application. Armed with this and the knowledge that a vast number of Mercedes F1’s other sponsors were SAP customers, we developed our creative.
The story followed a day in the life of Lewis Hamilton who, in a tongue-in-cheek manner, call out all of the things in his life that rely on SAP. The result was a wildly popular social-first content campaign launched in line with the Monaco Grand Prix - Lewis' last for Mercedes F1.
RESULTS
1M+ ORGANIC IMPRESSIONS
Organic impressions across social channels on SAP's main brand accounts.
97% POSITIVE SENTIMENT
Positive sentiment across social listening and brand tracking in response to the campaign.
5 PARTNER INTEGRATIONS
Integration of direct SAP clients and partners into the content (fellow Mercedes sponsors) aligning to SAP's customer relations strategy.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
