Sap: SAP BRAND EXPERIENCE AT CEBIT 2012

Credits & Description:

Category: Exhibitions & Live Events

Advertiser: SAP

Product/Service: SAP HANA, SAP ANALYTICS, SAP APPLICATIONS, SAP CLOUD, SAP DATABASE & TECHNOLOGY, SAP MOBILE

Agency: ZEICHEN & WUNDER

Head Of Marketing, Germany: Katja Mehl (SAP Deutschland)

Director Integrated Marketing: Eugen Winschel (SAP Deutschland)

Vice President Global Events: Scott Schenker (SAP Global Marketing)

Global Marketing: Torsten Wichmann (SAP Global Marketing)

Global Marketing: Jörg Holzbrecher (SAP Deutschland)

Global Marketing: Eva Heid (SAP Deutschland)

Managing Director/Head Of Creation: Marcus Von Hausen (Zeichen & Wunder)

Director Trade Fair/Exhibition/Retail: Patrick Von Hausen (Zeichen & Wunder)

Director Strategy: Julia Peglow-Peters (Zeichen & Wunder)

Design: Ulrike Schneider (Zeichen & Wunder)

Design: Isabelle Günther (Zeichen & Wunder)

Design: Esther Breiing-Czech (Zeichen & Wunder)

Managing Director: Markus Oettle (oettle ferber associates)

Architect: Sebastian Schmidt (oettle ferber associates)

Architect: Petra Kinne (oettle ferber associates)

Managing Director: Christian Künstler (gate.11 audio-visuelle kommunikation)

Managing Director: Conny Unger (gate.11 audio-visuelle kommunikation)

General Manager Sales: Klaus Pieper (Mac Messe- Und Ausstellungscenter Service)

Sales: Frank Kowitz (Mac Messe- Und Ausstellungscenter Service)

Sales: Rouven Merkel (Mac Messe- Und Ausstellungscenter Service)

Media placement: Temporary Exhibition Booth - CeBIT 2012 - World's Largest And Most International Computer Expo - 6 - 10 March 2012



Describe the brief from the client

SAP is world market leader in the enterprise application software sector. Until now, the SAP brand has been perceived as technical, unapproachable and sober. This was to be changed. The main brief was to create a fascinating brand experience. The immediate reaction of every visitor was to be emotional, a ‘Wow!’. The company’s major success, and the enthusiasm of SAP employees for their brand was to be demonstrated in a completely new, self-assured and welcoming booth. The booth was to be a magnet for the public, the 'Talk of CeBIT' and appeal to all visitors.



Describe the challenges and key objectives

Our main objective was to make the enthusiasm for the brand tangible. Therefore, with just 6 months’ planning time, we developed a completely new signature brand atmosphere and booth construction. The brand was to be presented with a more human face. The 5000m2 booth was to make SAP accessible to a wider audience for the first time, and demonstrate to everyone why SAP plays a relevant role in their lives or business.

One of the challenges was to present SAP’s abstract products and services in a comprehensible manner. We used a story-telling concept throughout to achieve this.



Describe how you arrived at the final design

Our big idea is called 'Inspiration Alley'. This means that, as on all the grand boulevards of the world, an inspirational, vibrant and welcoming atmosphere was to be evoked. On the booth, this leitmotif was strikingly staged in the shape of a 50-meter long aisle, lined by 3-meter high LED stelae, leading visitors to the large central plaza.

In 'Experience Rooms', SAP customers like Lego, Puma or Samsung are showcased with clear links to SAP’s achievement.

Warm-toned colours and lighting clearly set the booth apart from competitors who mainly prefer to appear in cool technical tones.



Give some indication of how successful the outcome was in the market

SAP itself describes CeBIT 2012 as the 'most successful CeBIT of all time'. By the end of the exhibition, more than 1,700 meetings took place in the specially designed business forum. In the course of these meetings, numerous business deals were concluded.

Above all though, all SAP employees and partners who, as brand ambassadors, convey the ‘SAP Experience’ to a wider public, enthusiastically received the new brand atmosphere. SAP set a whole new benchmark at CeBIT 2012, and the Booth 2012 was one of the key attractions at the exhibition.