Showcasing the power of life-changing innovation for SAP

SAP UK & Ireland helps companies of all sizes to become more agile, efficient, productive, and profitable—all while enhancing customer experiences. ICF Next reimagined their flagship event to showcase their innovative business software and solutions.

SAP needed a new kind of event that better reflects their brand—one that broke traditional event conventions and included an interactive and creative approach. The event needed to boost demand with target customers, and position SAP as innovators who leverage their technology to positively change lives.

ICF Next delivered an end-to-end solution with content designed to excite and inform the more than 700 business leaders and technology partners. The event combined high-profile speakers, interactive demonstrations, a VR experience, and a dynamic opening performance choreographed to a bespoke digital backdrop. A Great Britain-themed food festival created yet another immersive space for attendees to get together.

Given the ambitious scale of the event, the content had a broad appeal to a wide range of businesses. Our team delivered a fully connected experience with content carefully tailored for decision-makers and influencers from targeted and prospective customers. We also designed the agenda so that attendees could shape the event themselves, allowing them to engage with the content and experiences that interested them most. Simultaneously, we ran activities that brought everyone together in a shared space, including keynotes from SAP's managing director, a live performance, and an exclusive interview with champion sprinter, Dina Asher-Smith.

With the support of our communications and logistics teams, SAP could concentrate on engaging with existing and potential customers, employees, and partners across a range of touchpoints. We managed the entire event with an app that provided a live agenda, catering details, navigation assistance, a floorplan, and tools for interacting with the Prince’s Trust social challenge.

The day was a huge success from a networking and lead generation standpoint. The SAP sales team picked up over 150 leads on the day from both existing clients and new opportunities. SAP also enjoyed strong engagement from everyone who took part, both in person on the day and on social media during and after the event.