Sweeping changes in the way people consume information, engage with companies and communicate have dramatically altered the marketing, media and business landscapes. In 2010, SAP leaders wanted their live event SAPPHIRE to reflect these trends, and they needed to revitalize the brand to showcase the company’s innovation and relevance—quickly. SAP knew an extraordinary event would go far in accomplishing this goal.
The annual SAPPHIRE customer and partner event always played a key role in showcasing the SAP brand. But in May 2010, it did much more. It provided a launch pad to accelerate the company’s efforts to become more relevant and essential, with the customer at the center of its strategy. SAPPHIRE was transformed into SAPPHIRE NOW just 100 days after the hiring of two co-CEOs, creating an opportunity to articulate the company’s vision and go-forward strategy.
SAPPHIRE NOW launched on two continents, connecting satellite locations in seven cities and comprising 16,000 onsite and 35,000 online delegates, two network-quality TV studios, 400 sessions broadcast online in HD and hundreds more presentations, discussions and microforums onsite. This case study shows how SAP executed the event and provides ideas about how to recreate aspects of the SAPPHIRE NOW experience on any scale.
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scaled to match any size of meeting or event.
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This study was commissioned and distributed by Meeting Professionals International (MPI) and was sponsored by:
