Travel managers are the unsung heroes of business travel. They connect all the dots from behind the scenes, but their efforts often go unnoticed unless something goes wrong. So, how could SAP raise awareness of its business travel software, Concur, among these managers who could benefit from it most?
An immersive online experience allowed travel managers and their colleagues to celebrate their unique heroism. They could create custom ‘travel hero’ videos and posters, depicting their super-powered alter ego. We also used social channels and a teaser video to build excitement, before we launched at the GBTA travel conference and scaled globally.
By highlighting travel managers’ often underappreciated efforts, we brought appreciation to the #truetravelhero while introducing them to new business solutions.