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SAP e'ffect 2019 - An Award-Wining Inaugural 'Unconference' Experience

by Brea Carter


The market leader in enterprise application software, SAP wanted to differentiate itself in the market. Most people know SAP as only an ERP company. Their objective was to show that SAP is more than that – its intelligent software delivers the technology and innovation to help its customers and partners realise their ideas to: transform an industry, reduce environmental impact or impact a society.

It wanted to create a new live brand experience which would position SAP in a new and innovative light: introducing e’ffect.

Creative perspective

This new style of event experience was unveiled to an audience of business leaders at Sydney’s Carriageworks on 8 August.

The result was deep, insightful creative curated by INVNT on behalf of SAP Australia and New Zealand (ANZ), which represented a bold approach for the business, encompassing a new voice, energy and overarching strategy when it comes to tangible representations of the brand.

A collaborative effort involving SAP ANZ and a carefully curated team comprising INVNT’s best creative, strategic and production thinkers in Sydney, New York and Stockholm, e’ffect was nine months in the making, and saw INVNT curate the experience, including the naming convention, sleek, modern brand identity, future-focused messaging and production.

SAP ANZ bestowed INVNT with the creative license to design and develop a world-first activation for its customers that hadn’t been experienced anywhere else – an exciting prospect our teams embraced with open arms.

Leveraging INVNT’s proprietary strategic and creative methodology, INVNTion™, the agency came up with this notion of ‘e’ffect’ and ensured every experience, story and presentation referenced the effect and affect of its existence.

SAP had a bold vision around how to craft an innovative attendee journey with key elements including an Experience Zone, which featured: Business; Environment; and Society Worlds that looked at how intelligent technology is accelerating these aspects of our lives; an Interactive Sports Zone with fussball and VR sailing experiences; and an Innovation Factory which showcased the latest technology. INVNT used its creative methodology to bring these experiences to life.

The main stage and break-out theatres hosted industry thought leaders, SAP global partners and top local customers. Highlights included an opening keynote by Dr Jordan Nguyen, a thought leader on the intersection between technology and humanity, and a closing keynote from theoretical physicist and aspiring extraterrestrial, Dr Adriana Marais which delved into the notion of virtual identities.


The event drove significant buzz on the day of e’ffect, with the dedicated #innovatewitheffect hashtag trending on Twitter, and posts reaching 142,000 users. Attendee feedback was incredibly positive and included: “The e’ffect innovation (un)conference in Sydney was one of the most visually arresting and engaging environments I’ve seen in a long time,” and “an interesting mix of speakers was cleverly complemented with experiential journeys backed up by subject matter experts and numerous breakouts.”

Reflecting on the partnership, Rushenka Perera, Head of Marketing ANZ at SAP explains: “We’re thrilled with the outcome of both experiences and could not have achieved what we did without INVNT, who we see as an extension of our team. Their strategic thinking, disruptive creative ideas and seamless on-site management enabled SAP, customers and our partners to share their innovative technologies, ideas, experiences and achievements with delegates in engaging ways, and left them armed with fresh knowledge and inspiration that will enable them to enhance the way they do business.”


Experiential Marketing
Experiential Event Design
Event / Exhibition Design
Event Branding
Event Creation
Brand experience
Live Brand Storytelling