The central challenge we have focused on for the past five years with SAP has been one of cost-effective brand activation – quite simply, to bring their global sponsorship activities to life in a way that makes the best use of budgets. This has typically involved communicating both digitally and in print with VIPs and other invited guests to SAP’s hospitality functions at large sporting events.
The intention is to create a sense of anticipation of an event, then maintain that excitement throughout the process. We generally refer to these projects as delegate engagement programmes, as we take an audience on an end-to-end journey that makes use of all available touch points to gain their interest and engagement, whilst constantly reinforcing the values and personality of the SAP brand.
Ultimately, our work has helped to integrate SAP’s sponsorship activities into their regional marketing plans. SAP’s audiences around the world are multi-tiered, ranging from Corporate CEO-Level to Small Business Manager-level, so our communications have needed to be multi-tiered and flexible too.
At the outset, we created a communications toolkit to ensure that whoever we talked to, the SAP brand would be taken into new sporting arenas in a way that was utterly ‘on-brand’. Special versions of pre-existing assets and bespoke design guidelines were created to guarantee this.
We also developed innovative production strategies to provide the greatest flexibility, and cost-effectiveness, in what we created.
From the smallest hospitality function to higher profile VIP events (such as those staged for SAP at the Monaco Grand Prix and the US Masters golf tournament), OpenTM is behind the scenes to ensure that guests receive a consistent and considered brand message that informs and educates them about the event, SAP and its software solutions.