'One & Zero' wins best use of creative for SAP Business Objects

SAP Business Objects is a global business intelligence (BI) software company with more than 35,000 customers - including over 80 per cent of the Fortune 500 - and a network of more than 3000 partners and resellers. Its software helps companies gather and analyse their data to improve their performance.

Its latest release was reporting solution Crystal Reports 2008, which enables users to take data from any source, such as a database or an Excel spreadsheet and turn it into attractive and interactive charts, graphs and dashboards.

Challenge

The principal objective of the campaign was to persuade developers to download the free trial version of Crystal Reports 2008 and try it themselves, the rationale behind the product being that whilst many developers will develop their own software applications for extracting and manipulating data, few will bother creating their own reporting solution, preferring to buy an off-the-shelf solution instead.

Given that earlier releases of Crystal Reports weren't particularly good and that developers tended to avoid them, it was vital to convince the developers that the new release was different, since the problems and failings had been rectified.