We build breakthroughs, together. - SAP | Clapboard Ad Archive

SAP’s 2022 campaign We build breakthroughs, together. employs a distinctive approach to employer branding within the competitive technology sector by framing the employee experience through the lens of a humorous bedtime story in its film What do you do at work? (A Funny Bedtime Story From SAP). Created by SAP Internal, this campaign situates itself firmly in the Internet and Technology market category while adopting a narrative style that Clapboard classifies as FORMAT#12—Parody or Borrowed Format—which cleverly repurposes a familiar storytelling device to humanize the corporate environment and make SAP’s workplace culture accessible and relatable. The campaign’s strategic use of humor and storytelling addresses the challenge of differentiating a leading enterprise software provider in a crowded talent marketplace by positioning SAP not just as a technology giant but as a community where collaboration and innovation yield breakthrough solutions. By inviting prospective employees to explore the array of engaging, meaningful stories that emerge from life at SAP, the campaign signals a commitment to creativity, teamwork, and personal growth. Its integrated digital activation leverages multiple social platforms including YouTube, Twitter, Instagram, Facebook, and TikTok, facilitating ongoing engagement and amplifying reach beyond traditional recruitment communications. This multi-channel presence supports SAP’s objective to cultivate an authentic employer brand that resonates with digitally native, talent-hungry audiences seeking workplaces that blend impact with approachability. The campaign’s Clapboard Campaign Score is 64 out of 100. This initiative matters because it demonstrates how technology brands can use familiar cultural formats to disrupt conventional corporate storytelling and align recruitment messaging with the evolving expectations of the modern workforce.