Cirque Du Soleil Company Information

SAP® Innovation Awards 2020 Entry Pitch Deck

Delivering a Customized Experience through Experience Management solutions from SAP

Cirque du Soleil Company Information

Headquarters Montreal, QC Canada Industry Entertainment Web site www.cirquedusoleil.com

▪ Originally consisting of 20 street performers in 1984, Cirque du Soleil Entertainment Group completely reinvented circus arts and went on to become a world leader in live entertainment. On top of producing world-renowned shows, Cirque du Soleil extends its creative approach to a large variety of entertainment forms – multimedia productions, immersive experiences, theme parks, and special events. Going beyond its various creations, Cirque du Soleil aims to make a positive impact on people, communities, and the planet with its most important tools: Creativity and art. ▪ SAP® solutions have enabled Cirque to run as an intelligent enterprise since 2001. Cirque uses Experience Management solutions from SAP; SAP Ariba, SAP SuccessFactors, SAP Concur, and SAP BusinessObjects business intelligence solutions; and financials functionality in SAP software to help power its customer experience management, finance, procurement, sales, distribution, logistics, inventory management, and production systems. SAP software provides a centralized view of key data points on a global scale, turning insights into meaningful action across part of the business.

Challenge “How could our In its continued effort to maximize the customer experience, Cirque du Soleil wanted to customize the spectator experience during the preshow experience. costumes […] help contribute to an even better pre-show Solution experience. […] we Cirque and SAP designed fashion-tech outfits that use Experience Management solutions from SAP (formerly Qualtrics solutions) to capture consumer input through direct interaction. Information is collected and analyzed to were able to create create a unique experience – a personalized elixir/beverage or fragrance – based on the individual’s preferences new pieces that – mixed and dispensed within the outfit itself. helped interact with Outcome our audience, so that The tech-enhanced outfits provide unique, personalized elixirs/beverages or fragrances to consumers based on their engagement with the platform based on Experience Management solutions from SAP from a mobile device no two audience or by interacting directly with the model using a tactile interface embedded in the design. The concept is being member have the further refined for potential implementation at Cirque shows. same experience.” The current The number of Frank Helpin 1 male elixir versions can variations rises Hundreds of Senior Director, Innovation 1 female elixir make12 elixir significantly by 4 8 possibilities Cirque du Soleil 1 male fragrance varying the Different outfits Ingredients combinations and Entertainment Group 1 female fragrance 8 fragrances. volume of each ingredient. © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 3 Business Challenges and Objectives

Challenges: Cirque du Soleil wanted to find a better way to engage with its fans and spectators before the show and create an immersive experience before guests take their seats.

Objectives: Cirque wanted to explore how the intersection of costumes and technology can augment the fan experience and it created fashion-tech concepts for guests at New York Fashion Week. Participants enjoyed a customized experience based on their engagement and input, ultimately transforming data into individual moments of joy: ▪ The participant engages the platform based on Experience Management solutions from SAP® from a mobile device or by interacting directly with the model using a tactile interface embedded in the design. ▪ Guests complete the interaction, and their feedback is analyzed in Experience Management solutions from SAP to determine the individual’s preference. Based on the preferences recorded, the solutions generate output tailored to the participant’s responses, triggering a personalized elixir/beverage or fragrance, based on individual tastes, moods, feelings, and preferences.

To engage fans further during the preshow, Cirque du Soleil and SAP created innovative fashion- tech outfits that require audience interaction and input to provide a personalized experience.

• The fragrance outfits blend custom fragrances for individuals to create a scent that matches their personality.

• The elixir outfits create a custom beverage based on individual preferences, mixed and dispensed within the outfit itself.

From a mobile device or direct interaction with a model, participants receive a customized fragrance based on their answers to specific lifestyle questions. The model wears a technology- forward outfit with a conveyer belt, pumping system, and shoulder pieces used to dispense a variety of combinations of blends of perfume fragrances. Based on the preferences recorded, Experience Management solutions from SAP® produce a code that triggers the production of a customized perfume with a label. Participants receive the bottle of perfume as a keepsake of their experience – driven by SAP software.

Business or Social IT Human Empowerment Customized experience for fans Further development of Reliance on the human element to build brand love further and integration of Experience to facilitate interaction and create buzz that augments Management solutions from augment customer appreciation Cirque’s visibility in each market SAP in our outfits to capture rather fan and spectator additional data and feedback engagement with a passive Continued positioning of Cirque from our fans postshow survey as an innovator in the live entertainment sphere Ability to learn more about our audience. Customized elixirs and fragrances as a new activation Creation of a more-engaging platform for existing and customer experience potential partners who want to leverage this unique and Ability to target marketing efforts creative approach to engage better, based on feedback with our fans.

Experience Management Solutions from SAP

Deployment status Proof of Concept

Date September 2019 Number of users 270

SAP® technologies used:

Deployment status SAP product (live or proof of concept [POC]) Contribution to project

Utilization of Experience Management solutions from Experience Management solutions from SAP to collect consumer feedback and dispense a Proof of Concept (POC) 1 SAP customized fragrance or elixir/beverage based on the individual’s preferences.

If you have used one of the services or support offerings from SAP Digital Business Services during the implementation or deployment phase, please select with oneX or more of the following offerings:

SAP MaxAttention™ SAP ActiveAttention™ SAP Advanced Deployment SAP Value Assurance SAP Model Company Others: SAP Innovation Services SAP Innovative Business Solutions

The following advanced technologies were part of the project.

Technology or use case Yes or No Contribution to project

Use of 3D-printed chest plates to dispense fragrances and elixirs 1 3D printing Yes Use of 3D-printed shoulder pieces to hold the capsules used to store the customized fragrance

2 Blockchain No

Fragrance design: The built-in conveyor belt and pumping system were activated to dispense ingredients for a customized fragrance. 3 Internet of Things (IoT) Yes Elixir design: The peristaltic pumps combined the ingredients and dispensed a tailored elixir: A cocktail or nonalcoholic beverage.

Algorithms were developed to identify individual preferences based on 4 Machine learning or AI Yes responses selected from a survey.

5 Conversational AI No

6 Robotic process automation No

7 Data anonymization No

8 Augmented analytics No

Cirque plans to syndicate this showcase and to create this as an ongoing showcase for other brand partners.

▪ Taking Cirque du Soleil’s Customer Experience to New Heights with Qualtrics (SAP® TV) – https://www.youtube.com/watch?v=BHkUiq9m4Rs ▪ IMG Recap Video: – https://vimeo.com/383117443?utm_source=email&utm_medium=vimeo-cliptranscode- 201504&utm_campaign=29220 ▪ Cirque Making-Of Videos: – https://vimeo.com/user107237212/review/383118134/40b5a56ac5 – https://vimeo.com/383117681?utm_source=email&utm_medium=vimeo-cliptranscode- 201504&utm_campaign=29220 – https://vimeo.com/383117785?utm_source=email&utm_medium=vimeo-cliptranscode- 201504&utm_campaign=29220