Top cloud company SAP understands that purely factual data does not always provide the most accurate solutions, but that emotional factors also play an important role. SAP’s new software “Experience Management" combines operational data with so-called experience data to understand the feelings of the people involved and to improve customer, employee, product and brand perception.

The challenge: Addressing this comparatively complex product to a very specific target group, the business-to-business (B2B) decision-makers in SAP's German-speaking home market (Germany, Austria, Switzerland).

The objectives were two-fold:

Firstly, we aimed to expose B2B decision-makers to the SAP product "Experience Management" and to anchor the advertising message in their minds permanently, ensuring SAP was positioned as the leader of this new category software.

Secondly, we had to do justice to the innovative idea behind "Experience Management" and to reflect this in an innovative media concept, to guarantee an optimal interlocking of product and communication.

In order to achieve the best user experience possible at relevant airport touchpoints and locations, business decision makers were clustered into mobile IDs (anonymised via their smartphones) and overlaid with psycho-graphical targeting to help further narrow down the individual decision maker.

Based on the media and install behaviours we identified in this clustering process, we then additionally mapped our target audiences using five personality traits using owed the ‘OCEAN’ model (Openness, Consciousness, Extraversion, Agreeableness and Neuroticism).

Every personality trait had a corresponding creative route so that the changing behaviours and emotional signals our target audience gave off would be dynamically reflected in the creative executions they were served across every medium we used.

Smart TVs were also used within the channel mix to make an impact in ‘lean-back’ moments, while two touches on mobile ensured that the Smart TV spot provided an informative approach.

We used motion data from smartphones to determine precisely whether people from our target group were in the immediate proximity of the DOOH screens. This geotargeting approach allowed us to select the exact screens and display an SAP ad with a message that perfectly matched the personality of each individual.

For every individual personality type, the matching motif is selected from five variants based on the OCEAN model.

Our ‘OCEAN’ personality modelling that identified individual personalities by analysing target individuals’ respective and ongoing digital footprint meant the appropriate message was delivered to the right individual every time.

We also reached our target audience at home by using mobile IDs to serve the right TV ad to the right personality type on Smart TVs.

The retargeting on TV allowed to push the boundaries of content-based advertisement by creating human-centric narratives that feed on emotions and foster SAPs strong and authentic reputation.

The campaign had been setup in two waves to allow measurement of the brand’s success for each channel used. As expected, the combination between the airport environment and the retargeting in micro moments lead to trusted and credible content that resulted in a significant increase in the uplift of the campaign.

The first wave included smart TV (as first contact) and two mobile rotations.

This saw:

? 3,7% uplift in brand-recall

? 38% uplift in message-recall

? 33% uplift in ad-recall

With DOOH panels being set into wave two, the following uplifts were later measured:

? 6,2% uplift in brand-recall

? 140% uplift in message-recall

? 63% uplift in ad-recall

In the BrandZ-ranking of the most valuable brands in Germany, SAP remains at the top, with +4% growth in brand value. Given that the overall budget was reduced by -28% (YOY), a clear indicator that more was achieved with less.