Award: CAMPAIGN CATEGORIES \ C14. Best Game Changer

Amid COVID-19 SAP opted to transition its in-person Effect innovation experience online. In order to bring something different to the digital B2B event arena, it adopted a more B2C approach, and in doing so showcased a whole new genre of event-content. Effect leveraged a high-end, television style delivery method complete with bite sized content for maximum engagement, which fused education and entertainment, and incorporated the best of live into a virtual experience.

It comprised of three 30-minute episodes which aired over three consecutive weeks, and each covered a different yet topical theme. To keep the audience engaged, the episodes featured regular changes of voice, a carefully curated range of speakers and talent, and leveraged techniques like cutaways to ensure viewers were privy to a regularly changing set design.