SAP's software solutions provide football fans with easy access to stats. As one of Manchester City's prime sponsors, SAP's goal was to create a global social media campaign that would connect with City supporters and help them understand the brand.

The Brief:

Ever heard of SAP? One of Manchester City’s biggest sponsors? Neither had the fans.

SAP are Manchester City’s technology partner –providing real-time analytics to coaches and players, and giving fans the juicy football stats they crave. We needed a campaign that helped fans understand the value SAP bring to their team, and how they’re responsible for fuelling fans’ stat passion.

The Solution:

We created a social media film series where the fans’ love for stats was put to the test.

‘Who’s the Blue?’ featured 4 Man City players showing off their skills… while disguised in full-body morphsuits. The only clue to their identity was their stats. Fans were encouraged to guess who each player was for the chance to win big.

In total, we delivered 11 different videos over 7 days, across SAP Sports’ and Man City’s global social channels – a full week of fan interaction with the SAP brand.

“SAP recognises the importance of putting our fans at the heart of everything we do together, [including] the recent "Who’s the Blue?" campaign with clever and engaging player integration which drove some of the highest engagement figures we’ve seen for a partner-led campaign – reaching over 45m fans globally and driving over 11m views”

Damian Willoughby (2018), Senior Vice President of Partnerships at City Football Group

The Results:

57.5M Impressions

45.3M Reach

11.6M Video Views

91% Positive Sentiment

2M Engagements

1M PR Exposure


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SO, WHO ARE SAP? THESE GUYS HELPED 45 MILLION MAN CITY FANS FIND OUT.

SAP's software solutions provide football fans with easy access to stats. As one of Manchester City's prime sponsors, SAP's goal was to create a global social media campaign that would connect with City supporters and help them understand the brand.