BBDO New York Improves the Neighbourhood Experience for SAP

We are living in an experience economy. As a way to present a more-consumer facing side of the company, SAP recently staged a series of activations in New York City demonstrating SAP’s ability to collect, analyse, and act upon data in order to deliver better experiences.

Demonstrating the power of SAP Experience Management, SAP and BBDO New York collected responses from 1,200 people in New York City to find out how they felt about their neighbourhood. In particular, they asked about whether the neighbourhood could use more greenery, whether it could use more inspiring scenery and how they felt about their daily commute. The results from the survey were then used to inform three distinct activation approaches as well as the accompanying artwork, which were built over the course of four weeks - transforming a parking lot into a floral display, a selfie backdrop display, and eventually a commuter lounge for people in the area to enjoy. 

Each of these activations surprised and delighted people on the street. And the activation is now being expanded to San Francisco as another means of spreading further awareness of SAP Experience Management.