Far from strengthening their offer, Oracle’s acquisition of HR market leader PeopleSoft actually weakened their position, leaving the door open for SAP to win back market share. Integration issues combined with a recession-hit, more value-conscious market provided perfect timing for an aggressive, highly targeted DM campaign.
SAP asked us to come up with creative that would hit hard without naming names and raise their profile as the only supplier able to offer a common platform, end-to-end Human Capital Management solution.
We targeted PeopleSoft’s weaknesses to highlight SAP’s strengths, using a calendar-style mailer to question the suitability of ‘other’ HR solutions. To demonstrate their shortcomings we showed examples of things that weren’t quite right for the job, including a punk receptionist, a clown HR resource and bolt-on computer speakers.
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