The campaign "We build breakthroughs, together" by SAP positions the brand as a collaborative and innovative leader in the electronics and technology sector. It underscores SAP’s commitment to fostering a work environment where colleagues support, challenge, and inspire one another, driving solutions to complex, global challenges. The core brand proposition emphasizes partnership and collective innovation as essential drivers of progress, reinforcing SAP’s identity as a catalyst for breakthroughs through teamwork and shared expertise.
Strategically, the campaign leverages an authentic, relatable narrative centered on the people behind SAP’s technological achievements. By framing employees as the crucial talent powering global solutions, the campaign appeals to a professional audience seeking meaningful work and a collaborative culture. The creative approach, integrated into a branded film titled "Working at SAP (It’s a Funny Story)," adds a humanizing, approachable dimension, balancing technical prowess with humor and personality. This not only attracts potential hires by showcasing SAP as an engaging and dynamic workplace but also enhances employer branding in a competitive talent market. The use of multiple digital touchpoints, including social media channels and a direct hiring call-to-action, aligns with contemporary recruitment patterns, maximizing reach and engagement among tech professionals in the United States. Overall, the campaign’s insight is that meaningful innovation is built through collective effort, and it targets individuals motivated by purpose-driven work within a supportive, forward-thinking organization.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This SAP campaign, titled 'We build breakthroughs, together,' positions its employees as the driving force behind global innovation and problem-solving. The metadata and narrative focus on SAP's talented workforce—"the talent working at SAP"—and invite viewers to imagine themselves as part of this aspirational, high-achieving community (#LifeAtSAP, “Now hiring Super Awesome People”). There’s no direct demonstration, explicit story arc, or solution/problem setup; instead, the creative device is showing relatable or aspirational user imagery to attract new recruits by spotlighting the kind of people who work at SAP and the collaborative, inspiring workplace culture they share.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Oracle – Market Positioning
Oracle positions itself as a comprehensive enterprise technology provider with a strong emphasis on cloud infrastructure, database management, and business applications. It differentiates by offering integrated cloud solutions that drive business transformation, emphasizing data security, scalability, and AI-driven analytics to support diverse industries’ digital needs.
2. Microsoft – Market Positioning
Microsoft leverages its vast ecosystem combining cloud computing (Azure), productivity software, and AI to enable digital transformation. It positions itself as a platform that fosters innovation and seamless collaboration across enterprises, focusing on hybrid cloud flexibility, developer tools, and industry-specific solutions to accelerate growth and efficiency.
3. IBM – Market Positioning
IBM focuses on hybrid cloud and AI-driven enterprise solutions, differentiating through its expertise in integrating legacy systems with modern technology. It positions itself as a trusted partner for complex digital transformations, promoting innovation through its Watson AI capabilities and open-source hybrid cloud architecture.
4. Salesforce – Market Positioning
Salesforce leads as a customer relationship management (CRM) powerhouse, emphasizing cloud-based, AI-enhanced customer engagement platforms. It differentiates by focusing on customer-centric innovation, seamless integration across sales, service, marketing, and analytics—helping businesses personalize and scale their customer experiences.
5. Cisco Systems – Market Positioning
Cisco positions itself as the backbone of digital and networking infrastructure, specializing in secure, scalable connectivity solutions. It differentiates by offering end-to-end technology for networking, cybersecurity, and collaboration tools that enable enterprises to thrive in a connected, digital-first world.
Q: What is We build breakthroughs, together about?
A: We build breakthroughs, together is a professional film campaign launched by SAP in the United States in 2021. Directed and edited by Eyal Alter, the campaign highlights SAP’s collaborative and innovative culture within the electronics and technology sector. It focuses on the talented workforce that drives SAP’s mission to connect global industries, people, and platforms, emphasizing how colleagues support, challenge, and inspire each other to solve complex challenges. The campaign’s central creative idea is to showcase the people behind SAP’s technological achievements and invite new talent to join this dynamic, purpose-driven community.
Q: What creative device does We build breakthroughs, together use?
A: The campaign We build breakthroughs, together employs the creative format classified by Clapboard as FORMAT 10 ASSOCIATED USER IMAGERY. This technique involves showing user profiles or personas that the target audience can relate to or aspire to become. Instead of a direct narrative or problem-solution structure, the campaign uses authentic and aspirational imagery of SAP employees to attract potential recruits by spotlighting the collaborative and inspiring workplace culture. This approach humanizes the brand and creates an emotional connection through relatable representation.
Q: What is the campaign proposition for We build breakthroughs, together?
A: The campaign positions SAP as a collaborative and innovative leader in the electronics and technology industry by emphasizing that meaningful innovation is built through collective effort. It communicates to professionals seeking purposeful work that SAP fosters a supportive environment where colleagues inspire and challenge each other to deliver breakthrough solutions. This proposition reinforces SAP’s identity as a catalyst for progress through teamwork and shared expertise, appealing to talent motivated by growth, leadership, and a forward-thinking culture.
Q: How does We build breakthroughs, together rank in Clapboard's archive?
A: We build breakthroughs, together has a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining authentic storytelling with a strategic employer branding message within the competitive technology sector.
Q: Who are the competitors in SAP's category?
A: SAP’s key competitors in the electronics and technology sector include Oracle, which positions itself as a comprehensive enterprise technology provider focusing on integrated cloud solutions and AI-driven analytics. Microsoft leverages its vast ecosystem to enable digital transformation through cloud computing and productivity software. IBM differentiates itself with hybrid cloud and AI-driven enterprise solutions, emphasizing integration of legacy systems. Salesforce leads in customer relationship management with cloud-based, AI-enhanced platforms focused on customer-centric innovation. Cisco Systems specializes in secure, scalable digital infrastructure and networking solutions that support enterprise connectivity and cybersecurity.
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