SAP is world market leader in the enterprise application software sector. Until now, the SAP brand has been perceived as technical, unapproachable and sober. This was to be changed. The main brief was to create a fascinating brand experience. The immediate reaction of every visitor was to be emotional, a ‘Wow!’. The company’s major success, and the enthusiasm of SAP employees for their brand was to be demonstrated in a completely new, self-assured and welcoming booth. The booth was to be a magnet for the public, the 'Talk of CeBIT' and appeal to all visitors.

Our big idea is called 'Inspiration Alley'. This means that, as on all the grand boulevards of the world, an inspirational, vibrant and welcoming atmosphere was to be evoked. On the booth, this leitmotif was strikingly staged in the shape of a 50-meter long aisle, lined by 3-meter high LED stelae, leading visitors to the large central plaza.In 'Experience Rooms', SAP customers like Lego, Puma or Samsung are showcased with clear links to SAP’s achievement.Warm-toned colours and lighting clearly set the booth apart from competitors who mainly prefer to appear in cool technical tones.

SAP itself describes CeBIT 2012 as the 'most successful CeBIT of all time'. By the end of the exhibition, more than 1,700 meetings took place in the specially designed business forum. In the course of these meetings, numerous business deals were concluded.Above all though, all SAP employees and partners who, as brand ambassadors, convey the ‘SAP Experience’ to a wider public, enthusiastically received the new brand atmosphere. SAP set a whole new benchmark at CeBIT 2012, and the Booth 2012 was one of the key attractions at the exhibition.