My role: Art Director/Designer
SAP Concur
Region: Global (4 priority markets – USA, Canada, UK, Australia)
Challenge
SAP Concur was looking for a larger scale idea focused on the small and medium-sized (100-999 employees) business segment to increase their growth objectives.
“Widely known for travel and expenses” SAP Concur’s message was about convenience. This needed to evolve to address new capabilities, specifically invoice management, and increase visibility into company spending. The ultimate goal was saving businesses time and money.
SAP Concur wanted to target CEOs, CFOs, SVPs, and VPs of Finance (the owners and Financial Decision-makers) and their Financial Controllers at small and medium-sized businesses, where the finance function can be perceived as conservative and slow.
Solution
I worked as an art director on this project and brainstormed multiple 360 campaign ideas with my copywriter. Each idea covered client tasks and business needs. We shared these with our creative and marketing team, who selected three ideas. We refined these three ideas into clear concepts, and finally presented them to the client.
Concept Presentation Summary
– Each concept manifested with sample executions
– Based on new Creative Territory: “Intelligent connections for intelligent businesses.”
– Integrating Concur brand DNA into SAP branding
Concept: 1
Run. Wise. — Expense This! / Already Expensed
Concept: 2
Insight & Foresight — A View from the Top
Concept: 3
Faster connections. Finer control. — Making Fast Connections