SAP Italia

Mothers’ Day

ASK

Raising users’ awareness of Diversity and Inclusion, encouraging discussion about the real lives of rainbow couples and conveying SAP’s commitment to working to “make the world a better place”: a commitment that goes far beyond the technological solutions developed by the German company.

WORK

To achieve our engagement goals, we chose to make a highly emotive video, longer than the average duration of standard social media videos. We created dedicated content to celebrate Mother’s Day, with a slow emotional crescendo to the story and a slightly surprising ending that takes your breath away. The tone of voice of the narration, the straight-forward storytelling, the natural acting and a director who gently told a story of her everyday life, all contributed to the theme of diversity seen through the lens of “normality”. The result is a tribute to motherhood in all its forms, united by unconditional love.

RESULT

Impressions: +3M
Unique users reached: +2M
Shares, comments, reactions: + 43k

  • Social media campaign

  • Production

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