New (and Improved) York City
SAP
Issue 56 | September 2020
Agency
BBDO New York
Creative Team
Chairman & Chief Creative Officer, Worldwide: David Lubars Creative Vice Chairman, Worldwide: Greg Hahn Executive Creative Director: Greg Ketchum, Tom Godici Creative Directors: Corey Rakowsky, Kleber Menezes Associate Creative Directors: Andres Maldonado, Marten Engstrom
Production Team
Director of Integrated Production: David Rolfe Group Executive Producer: Alex Gianni Experiential Producer: Hayley Baldwin Junior Producer: Tatiana Lanier Production Vendor: Enter Production Company: BBDO Studios Studio Lead: Michael Gentile Studio Producer: AJ Rowe Director of Photography: Lucas Hrabal Photographer: Matt Karas
Other Credits
Managing Director, Omnicom: Gerhard Remlein Senior Account Director: Sascha Uzell Account Director: Kristen Roche Account Manager: Jesse Schwartz Account Executive: Abigail Solano Assistant Account Executive: Brianna Zuniga Group Planning Director: Brit Browning Associate Planning Director: Damon Garrett Post house: BBDO Studios Studio Lead: Michael Gentile Studio Producer: Luke Butler Editor: Brad Go Colorist: Dan Edwards Music Producer: Julia Millison Music House: Shutterstock Library Media Agency: PHD Global
Date
September 2019
Background
SAP is a company that’s doing a lot of work behind the scenes in today’s experience economy. But a lot of people don’t know about that. The objective was to tell people about SAP Experience Management—their ability to collect, analyze and then act upon data to help businesses deliver better experiences. With a budget of $300,000, data was collected and then responded to —turning a parking lot into a flower garden, a selfie backdrop display and a commuter lounge. And giving people in Downtown Manhattan what they really wanted.
Idea
New York City is one of the greatest cities in the world. But even the greatest cities need improvements. Just ask New Yorkers. They did, and about 1,200 of them shared their thoughts about Downtown Manhattan. And then they did something about it. With this campaign, New (And Improved) York City Experience, emotional data was turned into improved experiences. Turns out, 78% of the people wanted more greenery, so a flower garden was built. 73% of them wanted a change of scenery, so inspiring selfie backdrops were set up to change things up. And 88% hated their commute, so they were built a commuter lounge. Giving the people what they really wanted, one experience at a time.
Results
New (And Improved) York City Experience surprised and delighted people on the streets of Downtown Manhattan. Everyone loved to stop and smell the roses, pose in front of a unicorn or even get a massage on their way to work. New (And Improved) York Experience generated over 17.7 million impressions, 6.2 million views on social media and a campaign high engagement rate with an increase of 19%.