Lead Conceptualiser, Creative Director for
SAP INNOVATION EXPRESS
Best International Event - EXHIBITOR USA
Best Experiential Marketing Campaign - Summit International Awards USA
Best Industry Innovation Award - ISES Esprit Awards
SAP INNOVATION EXPRESS
awarded the Best International Event by Exhibitor USA, the Best Experiential Marketing Campaign by Summit International Awards and the Best Industry Innovation Award by ISES Esprit Awards.
The campaign marked a pivotal shift in the company’s approach and its tone of voice. It redrew the envelope for marketing outcomes across the category. The Innovation Express is founded on the realisation that the real growth was in the SME segment and the tradition SAP format of mega Summits with cocktail evenings at luxury properties across major Indian metros simply would not work.
This campaign spoke to the SME decision maker in in their native lexicon – not just the language but every aspect of the experience was rooted in the SME world. A travelling experience, that visited SME’s at their place of work, with demo stations whose content was customised according to the predominant line of business in that geography, with air cover to drive traffic in the form of local language FM spots and social media amplification to build interest in subsequent target markets on the tour card.