THE CHALLENGE
SAP sponsor the world's top golf players and the BMW International Open. Fans of the game are not aware of how SAP's data analytics actually impact the game and empower players on the course, why is that? Because the secret insights lie with the caddies, the ones making the decisions on the course.
CADDY CLUBHOUSE
The caddy story provides the perfect analogy between the role SAP plays in helping businesses perform at their best, just as a caddy helps a player perform at their best.
Fans were invited to a unique golf experience at The Open, their player icons switched roles and became caddy to the fans whilst advising them on how to improve their technique thanks to SAP's data collecting golf simulator. All the while making fans smarter by educating them on the player/caddy relationship and the impact of decision making on the course.
Zone 1: The Clubhouse – Explore the Player/Caddy Relationship within golf
Zone 2: The Course – Understand how caddy’s help players make the right decisions on the course via an interactive touchscreen
Zone 3: The Green – Using PuttView Technology, get professional insight to help improve your putting
Zone 4: Personalised Data Display & Photo Opportunity
Zone 2: The Course – Understand how caddy’s help players make the right decisions on the course via an interactive touchscreen
Zone 3: The Green – Using PuttView Technology, get professional insight to help improve your putting
Zone 4: Personalised Data Display & Photo Opportunity
Guests received the once in a lifetime opportunity to gain one-to-one advice from Gary Player and 440 participants had their data assessed with clear recommendations from Leadbetter Coaches.
SOCIAL
Elite players - Ernie Els and Branden Grace, reverse roles with their caddies on the course to raise a little pre-tournament banter amongst fans. A series of short and humorous videos showed fans a side to their favourite players they never get to see.
RESULTS
With 2.5M impressions, the social campaign went down a treat.
Summarised video collection can be viewed below:
ROLE - Creative Director
