We were in talks with SAP Concur to develop a live (physical) event involving a panel of industry thought-leaders who could discuss key issues and challenges revolving around Travel, Expense and Invoicing, with a Q&A from the live audience after.

The target audience would be C-Level executives and decision makers, with a particular focus on CFOs, CHROs, CIOs and COOs from key markets including Hong Kong, India and Singapore. The audience was to be made up of current clients, partners and leads.

Due to the complications and restrictions that arose from the COVID.-19 pandemic, we proposed that we develop a webcast series instead. This would enable us to target the same audience, widen our outreach and still achieve our objectives of developing a platform for thought-leadership and one through which there would be opportunities to engage with our current clients and partners but also cultivate a leads pipeline.

Planning & Execution

While all the planning was on-going, we were concurrently in the process of preparing for the actual recording and webcast for the event — provisioning for the necessary tools, equipment and software that would enable us to create a memorable virtual experience for our audience.

Our vision for this was simulate a live talk-show-newscast-like environment, with dynamic switching of cameras, incorporation of lower-thirds and pop-up slides, all within the viewer’s screen. We also included edited videos to serve as a form of ‘advertisement’ before and after our webcast to further establish that feel and drive awareness back to SAP Concur and their brand. To further drive down the SAP Concur branding and theme of our series, we also customized the user interface of the platform being used for the webcast accordingly.

What made this webcast unique and exciting was the style and approach we used and how it played out on the audiences’ screen. Unlike typical, one-dimensional webinars — that can appear rather monotonous, where speakers go through contrived presentations with instances due to remote dial-ins, the quality of the feed may be compromised — we worked tirelessly to ensure and provide a seamless, end to end experience for our audience, impressing on them that this is more than ‘just a webinar’ but indeed a valuable discussion that they can get immersed into and engage in.

From the branding on set, the venue selection, to the recording style and speakers involved, everything was planned and arranged for with our core objectives in mind.

Effectiveness / Results

Over the course of the 3 episodes to date, we have seen a gradual increase in registrations, actual viewers and audience participation. For our inaugural webcast, we received slightly over 300 registrants with just over 100 live viewers. By the third episode, we had more than doubled this figure on both fronts achieving 636 registrants and 287 live viewers.

From the client’s point of view, the entire series has been a resounding success in terms of meeting the objectives which were set out at the start. The CxO Perspective webcast series has developed into a platform for thought-leadership and has accrued an audience base of senior leaders in the industry. It has also provided SAP Concur with an avenue to nurture and cultivate existing relationships and new leads. In terms of percentages based on the registrations, the series has resulted in close to 50% new leads, with 10% being qualified leads and a total estimated sales potential of close to USD1mil from the 3 episodes thus far.

From the onset of having to change and adapt to the predicament that we were faced with due to the pandemic, we had worked with the client to develop a successful campaign that achieved the objectives we had set out for it. It has also positioned the client as a sort of trailblazer in the industry having organised and developed such a unique medium of outreach and has laid the foundation for similar campaigns in the near future.

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The Campaign Asia-Pacific Team