AI Compass

In 2024, businesses were getting lost in a sea of information about AI. Big promises, conflicting information and confusing terminology. The global software tech company SAP wanted to help educate and inform its C-suite audience with a visually engaging online experience presented in partnership with the FT. Our ambition was to elevate a functional educational tool, creating an experience that felt surprising, memorable, and premium for our busy audience.

Together with SAP, we defined three key areas where AI is changing business: finance, human resources and supply chain. To deliver a huge volume of information on these three areas, we devised the concept of an intergalactic expanse filled with planets, turning the literal business landscape into an explorable web of knowledge. Visitors can personalise their experience by toggling between foundational and advanced knowledge, ensuring leaders of all levels gained new perspectives.

In contrast to the fast-moving world of AI, the experience gave users space to pause, breathe, and explore at their own pace; transforming complex AI decisions into approachable journeys. To further enhance the feeling of exploring an unknown world, we used ambient audio to create a serene atmosphere for users to relax into while they learned. Gentle motion design nudges users through the experience, allowing them to upskill in a truly inspirational environment.

Highlights – The campaign recorded a CTR of 0.37%, more than three times the site benchmark of 0.11%. Over 8 million impressions, 50k + clicks, 50k engagements, and an amazing 717 hours of total engagement time.