Summary
Global Bharat Movement Roadshows - a grand tour across 30 cities to enable cloud migration for the emerging companies
Challenge
- To introduce SAP's public Cloud ERP solution to the high potential business clusters of India - Establish SAP's position as a cloud-first, digital solutions brand - Generate engagement with net new emerging companies in India and - create visibile impact for the Cloud ERP solutions portfolio amongst the mid-sized companies.
Objective
Post pandemic world is witnessing a significant shift towards cloud adoption, digitalization and rapid adoption of enterprise applications. Mid-sized companies are also undergoing a sea change in their leadership structures with the octogenarian giving way to the next generation. With the second and third generation taking over the company affairs, they have a natural inclination to explore technology-backed growth and scale. Further, India's economic growth is no more about just the large metros and tier I towns, but the hinterland that is now adopting technology to scale their businesses. With these situations as a backdrop and with SAP's own public cloud offering being launched in India, the year 2023 has been a pivotal year to go before these customers to expose them to SAP's digital-first, cloud technology.
Strategy
With plethora of events and conferences taking place in India every day, SAP thought of taking an uber route to create an integrated marketing campaign that could touch the prospective customers across multiple touch points such as digital, social, search and events, to create a meaningful impact and qualified opinion about the SAP's Cloud ERP solutions. The Global Bharat Movement Roadshows campaign was conceived in partnership with a media partner (TV9 Network) to not just get the SAP solutions across, but to also create the forum to bring on board thought leaders from the sphere of academia, industries, government policy makers and industry associations. A list of 35 high potential clusters were drawn based on their growth trajectory and cloud adoption propensity, from which, 30 such clusters were shortlisted. The media partner was given the responsibility to curate the content, identify and on board thought leaders, whereas, SAP took the responsibility to recognise its customers from these clusters, who have succeeded with technology. Each city and the region were given a local flavour to contextually deliver the message and also engage with prospective customers in their context. In each city, a grounds up pulse survey too was carried out to publish a Global Bharat Pulse Survey, which was published and unveiled at the hands of a union minister at the finale event in Delhi.
Data
Brought on board leading IITs, IIMs, Incubation Centre heads and leaders form new-age sectors like defence, agritech, fintech as speakers to inspire the audience. Many participants took to social about their experiences from the event
Solution
Results
- Engaged more than 5000 select organizations across 30 cities - Recognised 100 + customers with their success stories - Created 25+ customer success stories which were published on TV9's YouTube Channel - Created an organic viewership of 2 million + across digital channels of TV9 Network - Generated a qualified pipe of more than euro 15 million in the process
