SAS | The Unknown
A full campaign to expand reach and increase revenue around analytics driven Customer Intelligence, with both customers and prospects.
Agency | April Six
About
The concept aimed to bring to life and anthropomorphise SAS’s core brand adversary, The Unknown; the darkness to SAS’s light. Organisations without the SAS analytics platform were agreeing by default to adopt and live with The Unknown. The challenge was how to capture this message and send it out to prospects.
Results
20% response to DM campaign, 22 sales meetings generated, 39 net new opportunities
Creative response
Cubes filled with an infinity of darkness, containing a few dim, sound responsive lights personified The Unknown. They were sent out to organisations not currently using the SAS Customer Intelligence platform, together with a guide on Living with The Unknown. A phone call to SAS promised to remedy the situation and remove The Unknowns. Six weeks later in the run up to the festive season The Unknown was given a voice, to address non-responders to the initial campaign mailer. The audio card allowed The Unknown to politely thank these organisations for their generosity in continuing to give The Unknown a home. To broaden the reach of the campaign, ‘Face The Unknown’ was created; a binaural sound-driven theatrical experience for exhibitions and events.
Recent Portfolios
SAS | Making AI Business-Smart
SAS | The Unknown
O2 Business | IoT Connectivity
