Outline
SAP's Transformation Express
Kombi & Co. owns and customises a fleet of promotional vehicles for experiential campaigns. For SAP we created two Transformation Express Activation vehicles with integrated demo screens, and ran a multi-city tech exhibition roadshow for a year.
See it in Action
Mobile Tech Expo
SAP is one of the world’s largest enterprise software companies. Rather than defaulting to an exhibition stand, SAP took the demo to its clients.
The brief was specific. Build a custom Kombi that could travel the eastern seaboard and showcase SAP’s capabilities on the move. It had to work in a client car park on Monday and inside an exhibition hall on Tuesday.
Venues were chosen for targeted exposure. Client sites. Corporate offices. Warehouses. Industry conferences and expos. High-traffic public spaces.
SAP Needed More Than an Exhibition Stand
Generating curiosity in enterprise software takes work.
SAP’s story is what changes inside a business once the software is running. Emissions reporting. Order automation. Asset maintenance. None of it lands from a stand in a hall.
A traditional stand locks you into one venue for a few days. A travelling demo vehicle can be somewhere new every week — a client car park, an expo hall, a warehouse forecourt.
How The Travelling Demo Stand Was Built
Kombi & Co. designed a custom fit-out for two promotional vehicles in full SAP branding. Each built to run live software demos and serve cold beverages at the same time.
The Mobile Demonstration Platform
Each Kombi was fitted with a high-definition screen — one mounted above the roofline and one fitted internally for different venues. SAP staff and partner teams ran live demonstrations from both.
The Beverage Service
Ice-cold beverages, served from the Kombi. A reason to engage before, during and after the demo finished.
The Demo Menu: Enterprise Software, Four Ways:
Guests ordered live demos from a printed menu — sustainability reporting, AI-driven order-to-ship, asset maintenance, or SAP through an Apple Vision Pro. Menu framing turned a technical demo into an interactive experience.
The Activation Footprint:
On-brand furniture. Banners built with the Kombi itself as the hero image. White picket fencing that defined the space and kept it looking sharp.
The whole footprint bumped in and out in a fraction of the time a traditional exhibition build takes. That’s what made a multi-city schedule possible.
The Activation Journey
A multi-city roadshow, including stops in Sydney, Newcastle, Canberra, Melbourne, Brisbane and the Gold Coast.
The stops weren’t picked for foot traffic. They were carefully targeted locations — client sites, corporate offices, warehouses, industry conferences and expos, and public spaces with the right audience.
This travelling demo vehicle had the flexibility to go almost anywhere: a conference hall in the morning, a client car park in the afternoon, a different state the next week.
A Year On The Road
A single activation became a full year on the road.
Across the year the Transformation Express ran indoors at conference and expo venues, and outdoors in client car parks, warehouses and public spaces. Two builds. Two screen configurations. The same brand experience at every stop. It gave people a reason to walk over, something worth photographing, and an easy way into a conversation about the software.
How We Can Amplify Your Tech Expo Roadshow:
- Mobile Marketing Tour — the full multi-city roadshow programme, run end to end.
- Kombi Promotional Vans — a custom-branded Kombi built to your campaign.
- Event Vehicles — our experiential fleet, including vintage ice cream trucks, DJ Kombis and coffee vans.
- Branded Photo Experiences — capture and share, so the activation gains organic reach.
- Event Permits & Venue Sourcing — public space permits and site approvals handled for you.
Frequently Asked Questions
What is a tech exhibition roadshow?
A tech expo roadshow is a branded activation that travels between events and sites instead of sitting at a single venue. For SAP, Kombi & Co. built the Transformation Express and ran it for the year. Multiple cities: Sydney, Canberra, Newcastle, Melbourne, Brisbane and the Gold Coast. Stops included industry conferences and expos, client sites, corporate offices, warehouses and high-traffic public spaces.
Can a promotional vehicle activation go inside a conference or exhibition venue?
Yes. The SAP Transformation Express ran indoors at conferences and expos and outdoors in client car parks on the same tour. A Kombi promotional vehicle fits through most exhibition roller doors and needs no freight, no stand build and no bump-out crew.
Who handles the logistics across multiple cities?
Kombi & Co. does. On the SAP roadshow our scope covered concept, the vehicle build and customisation, and multi-city logistics across four cities.
Can the vehicle be customised to our brand?
Every promotional vehicle is customised. No two are the same. The SAP Transformation Express was built in SAP’s branding with a high-definition demo screen and a refrigerated beverage function.
What is the difference between a roadshow and a single exhibition activation?
Reach and repetition. A single activation reaches one audience once. SAP’s roadshow put the same brand experience in front of clients in NSW, ACT, QLD & VIC across a year. Venues were carefully chosen for targeted client exposure.
