SAP Micro Presentations, Tours Engage CeBIT Techies - Event Marketer

SAP Micro Presentations, Tours Engage CeBIT Techies

DB_SAP_2015 Ex
Brand: SAP
Agency: ZEICHEN & WUNDER
Awards: EX AWARDS — BEST INTEGRATED TRADE SHOW CAMPAIGN
Year: 2015

SAP has a long tradition (15 years) of exhibiting at CeBIT, the largest IT trade fair that takes place each March in Germany. Considered one of the “big players” on the show floor, SAP’s booth sits right next to Microsoft and Deutsch Telekom. Since CeBIT is the “mecca” for tech experts looking to learn about the latest products and solutions, SAP created multiple touchpoints in its footprint for visitors to absorb content.

Visitors to the 2014 exhibit were invited in to rejuvenate with an espresso, or take a seat in its open theater. More than 80 presenters took the stage to speak on a variety of IT topics and trends. In addition, SAP offered guided tours. Visitors selected focus topics, put on headsets and joined the host to learn about SAP solutions, showcases and the latest innovations in a relaxed, stress-free manner with zero sales pressure.

Other engagements included a selfie photo booth, printable on the spot. Images were also featured on an LED board and uploaded to Flickr to fuel social media buzz. SAP kicked off an early celebration of the upcoming FIFA World Cup in Brazil with retired German footballer Oliver Bierhoff and Chancellor Angela Merkel and tied this into the exhibit by including an oversized football game table for guests to play.

Thanks to an upper-level customer meeting area, SAP hosted more than 3,200 meetings during the five-day event. More than 12,000 visitors attended sessions on its exhibit stage. SAP was also the No. 1 company hashtag (#SAP) on Twitter, with 75 percent of tweets generated from non-SAP CeBIT channels.

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