With SAP customers generating 87% of total global commerce – and many of those customers also partners of the Mercedes-AMG PETRONAS F1 Team – SAP saw the opportunity to leverage our partner ecosystem to authentically communicate how SAP touchpoints are interwoven into a day, without even realizing it.
By collaborating with these mutual customer-partners they created a piece of content, told through the lens of Lewis Hamilton, which showcases SAP as the common link while simultaneously giving airtime to other partners and their products.