Challenge

In 2009, SAP (a leading provider of business software) bought. BusinessObjects, another world leader in providing business intelligence solutions. With new competitors, like Microsoft, on the scene the new SAP BusinessObjects needed to speak directly to their combined audience of software developers and make it clear that one of their top solutions - Crystal Reports - still  offered an easy system to create reports and that the product would "just work" even in today's world of diverse browsers, languages, and operating systems.

Strategy

Emphasize the reliability and simplicity of Crystal Reports, along with its affordable licensing opportunities and extensive compatibility with diverse developer requirements to an audience that is both very critical and loyal.

Creative and Execution

The creative and technical teams felt strongly the best method of communicating the ease of use and flexibility of the product was to use the product itself to build the animated ads. The campaign became a series of reports that generated information about the users themselves as they viewed the ads online.

The data collected included browser type, Flash version and geographic location. These data points were selected to serve a number of different purposes; they are often of interest to developers and can have some specific reference to the software they are developing, and they also showcase the compatibility of Crystal Reports.

Visitors who click on the ad are sent to a landing page where they can download Crystal Reports and Crystal Reports Server or find out more about how the team integrated Crystal Reports for use with the campaign through sample code, flow diagrams and the Crystal Reports' interactive report viewer.  

 

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