SAP

Raising brand awareness in the Arabic-Speaking market

SAP is one of the world’s leading enterprise application software providers, enabling companies to run their operations more efficiently. While globally recognised, SAP wanted to grow its visibility across Saudi Arabia and the wider Arabic-speaking MENA region. The challenge was clear: address a traditionally underserved audience segment with a message that would resonate, in a market that often perceives SAP as complex and difficult to relate to.

Skyne's campaign for SAP, showing a medical professional and a robotic arm, symbolizing the blend of human expertise and advanced technology in healthcare digital transformation.
Skyne's visual representation of SAP's global impact, with a glowing earth surrounded by diverse industry icons, highlighting comprehensive digital solutions and connectivity.

The Shift

To change its brand perception, SAP partnered with Skyne to reposition its brand, create a campaign that connects culturally and contextually, and establish itself as the top-of-mind digital transformation partner for regional decision-makers. SAP needed to connect with a new generation of Arabic-speaking business leaders who are eager to digitise operations, but require relatability, cultural relevance, and clarity.

Skyne's engaging visual for SAP's Arabic awareness campaign, featuring diverse individuals in a dynamic, tech-infused setting, emphasizing human-centric digital transformation.

The Breakthrough

We developed a localised awareness campaign that made SAP top of mind for Arabic-speaking decision-makers. By presenting SAP in a relatable, compelling way, we positioned them as a smart, forward-looking enabler of digital transformation. The result was a refreshed perception that made SAP feel accessible, innovative, and valuable for organisations across the MENA region.

Skyne's innovative visual for SAP, combining a medical professional with a robotic head, illustrating the synergy between human intelligence and AI in advanced digital solutions.
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Insight-Led Campaign Development

We started with in-depth insights workshops, market and persona research, and a benchmark analysis of global B2B leaders. This revealed a white space opportunity where SAP could stand out with clarity and local relevance.

Skyne's artistic rendering for SAP, showcasing a stylized human head with intricate robotic elements, symbolizing advanced technological integration and digital innovation.
Skyne's dynamic visual for SAP, depicting a smartphone displaying a doctor, integrated with medical icons and data streams, representing digital healthcare transformation and teleconsultation solutions.
Skyne's engaging graphic for SAP, featuring a smartphone displaying a doctor, representing digital health services and the integration of technology in medical care for the Arabic-speaking market.

If you can’t explain it simply, you don’t understand it well enough.

Messaging That Resonates

We redefined SAP’s messaging for the MENA market, developing a new campaign theme and tagline rooted in local values and aspirations. Our work included customer journey mapping, persona development, and targeted content strategy, all aimed at repositioning SAP as a partner for progress in Arabic-speaking markets.

Skyne's modern illustration for SAP's campaign, showing a woman in a hijab using a laptop next to a drone, symbolizing technological empowerment and digital literacy in the MENA region.
Skyne's abstract design for SAP, featuring Arabic text overlaid with digital icons like smartwatches and headphones, representing seamless technological integration and connectivity in the Arabic-speaking market.
Skyne's dynamic visual for SAP, showcasing an airplane and luggage on a circuit board background, symbolizing efficient logistics and global connectivity through digital transformation.

We redefined SAP’s messaging for the MENA market, developing a new campaign theme and tagline rooted in local values and aspirations. Our work included customer journey mapping, persona development, and targeted content strategy, all aimed at repositioning SAP as a partner for progress in Arabic-speaking markets.

Skyne's powerful visual for SAP, depicting a human hand touching a robotic hand with a glowing heart, symbolizing the human-centric approach to digital transformation and innovation.

Visuals That Cut Through Complexity

With stunning artworks and animated campaign graphics we made SAP relatable across focus industries, visually simplifying what SAP does and how it helps businesses thrive. The aesthetic was dynamic, clean, and clearly localised, reflecting a modern and tech-savvy brand committed to empowering growth through digital transformation.

testimonials
Smiling man with wavy brown hair wearing a beige cardigan and light blue shirt, standing in a bright modern office corridor

Dennis de Rond

Founder

With SAP, we built more than a digital campaign; we pioneered a movement for Arabic tech content. From deep strategic insight to full execution across all touchpoints, the collaboration was bold, focused, and driven by shared purpose and regional impact.

Smiling man in a light grey polo shirt standing in a creative office space with colorful notes and materials pinned on the wall behind him

Koen van Riel

Strategy & Marketing Director

We helped reshape the way SAP is perceived in the Arabic-speaking market. Through research and persona development, we uncovered how to bridge the gap between SAP’s global strength and regional relevance. The focus was on making the brand more accessible, relatable, and culturally attuned, without losing its credibility or technical edge.

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    SK.Y.NE
    IN ARABIC سكاين

    [/Sk (ei) n/] noun

    Meaning: ‘To shine’ in the Frysian language. Frysian is the language spoken in the north part of the Netherlands, Friesland.

    ie: We make brands Skyne.

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