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SAP Marketing

ABA11 Winner / How to Enter

Company: SAP Marketing, New York, NY
Entry Submitted By: Ogilvy Public Relations
Company Description: As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. Founded in 1972, SAP has a rich history of innovation and growth as a true industry leader.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Corporate Image Event

Nomination Title: SAP SAPPHIRE NOW

    The date on which this nominated production was first presented:

        May 17-19, 2010

    Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, []:

        With SAP in the midst of a strategic transformation in response to the demands
of today’s customer-centric market, SAP’s annual SAPPHIRE conference presented a
tremendous opportunity to bring this transformation to life. 

        The company’s premier customer event re-launched as “SAPPHIRE NOW,” an amazing
experience that would create meaningful conversations across continents by
connecting two on-the-ground events in Frankfurt and Orlando with additional
satellite events in Singapore, Japan, Australia, Colombia and Argentina.  With
its fresh, customer-centric approach, SAPPHIRE NOW demonstrated that SAP is an
amazing company.

        SAP Marketing created a 360-degree experience that allowed customers, partners,
and prospects to attend more sessions, hear from more thought leaders, and
interact and collaborate more effectively with other participants, in-person and
around the globe. To bring this to life, SAP Marketing teams collaborated on all
aspects from the event strategy, to creative, logistics, social media, audience
acquisition, and more.

        SAPPHIRE NOW’s broadcast center was made up of a traditional keynote session
theater, a television-type studio hosted by notable journalists on both sides of
the Atlantic, and a special programming studio for panel discussions, press
events, and technology showcases. Programming was simulcast to both show floors
and online, allowing for real-time connectivity and shared experiences for
physical attendees in Frankfurt and Orlando, participants in satellite
locations, and online audiences alike.

        In addition to keynote presentations from SAP executives, 2010 brought an
outside-in approach to the dialog featuring visionaries Richard Branson, Al Gore
and Colin Powell speaking on growth and sustainability.

        Content for SAPPHIRE NOW was transformed for the attendee, with bite-sized
chunks of information delivered how and when the audience wanted.  After each
session, participants could explore issues in lively follow-on discussion groups
that were broadcast live online and recorded. Additional “birds of a feather”
and “microforum” conversations allowed for more intimate and highly relevant

        An online schedule builder helped audiences plan a customized experience, while
touch screen-based kiosks near session theaters allowed participants to download
videos and other assets on a multitude of topics. The kiosks then pointed
attendees to sessions, “knowledge tables,” and demo pods, where they could gain
deeper insight and meet SAP experts, partners and other customers., the event Web site, allowed online attendees to not only watch
live sessions streaming in HD, but also benefit from an interactive experience.
Online audiences could participate in real-time Q&As with the panel or
presenter. In addition, live chat allowed interaction between attendees for each
specific session; each virtual participant could rate presentations and save
them to a personal “playlist” for later viewing or sharing with colleagues. A
mobile browser optimized page from SAPPHIRENOW.COM linked physical, mobile, and
online components.

        Finally, social media added to a relevant experience for SAPPHIRE NOW attendees
while helping support audience acquisition. A comprehensive plan was developed
to monitor the voice of SAP’s customers and seamlessly connect employees,
attendees, partners, user-group members, influencers, and customers using social
media.  To extend attendees’ experiences of the show floor, “social media
ambassadors” posted blogs, interviews and video wrap-ups each day.

        View the SAPPHIRE NOW experience video here:

        SAP: The Culture Leads the Products, by Paul Greenberg

        SAP Combines Virtual and Physical at Customer Event, by Kate Maddox

    List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

        To bring the vision of SAPPHIRE NOW to fruition, SAP assembled a team of world-
class professionals in design and event production. Close collaboration between
SAP marketing teams and these individuals, companies and crews helped to deliver
a stellar program for audiences around the globe:

        Code-DeCode – Rick Stockton
-      Exhibit Design

        Bright Street Studios – Dana Christensen
-      Exhibit Design

-      Online event

        Woo Art International
-      Graphic and media design & production

        Red Thread
-      Broadcast center executive production

        Vendors (Frankfurt):
-      Technical Planning and Supervision
-      Lighting Design

-      Keynote
-      Broadcast/Satellite Production

-      Catering

-      Branding
-      Signage
-      Showfloor Design
-      Exhibitor Management

        Astor Consulting
-      Technical Management
-      Showflow Management

        GrassRoots DMS
-      Registration
-      Housing

        Event Now
-      Concert/Talent Production

-      Design
-      Fabrication
-      Setup
-      Dismantle

        Vendors (Orlando):
i4D Events
-      Audio
-      Video
-      Lighting
-      Set design
-      Production
-      Graphics
-      Fabrication
-      Concert/Talent Production

-      Audio Visual Equipment
-      Broadcast/Satellite Production

-      Design
-      Fabrication
-      Setup
-      Dismantle

-      Design
-      Fabrication
-      Setup
-      Dismantle

        WebEvents Global
-      Registration
-      Housing

        Social Media:
PageOne PR
The Social Media Group

Orange County Convention Center
Frankfurt Messe