SAS - Mixed Media Campaign

Company: SAS
Company Division/Group: Creative Services
Company Description: The world leader in business- intelligence software and services, enabling customers to turn raw data into usable knowledge. Founded in 1976, SAS serves more than 39,000 business, government and university sites in 117 countries.
Nomination Category: Advertising
Nomination Sub Category: Best Mixed Media Campaign

Nomination Title: The Power to Know - 2005 Ad Campaign

   1. The date in 2005 on which this nominated campaign was first run, aired, or otherwise made public:

February 22, 2005

   2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

The campaign's primary goal was to generate awareness by highlighting our corporate tagline The Power to Know®.  During four years of focus group testing, the tagline has proven to be SAS’ greatest tool for positioning ourselves in the marketplace. The secondary goal was to generate leads via online advertisements. Additionally, the campaign creative was extended into other marketing avenues like direct mail and e-mail following the launch of the ad campaign.

When compared to 2004 averages, the campaign showed a 5% lift in ad recall after the first month alone, a 36% increase in responses from ads, a 13% average conversion rate on print ads, and a .12% average click-through rate on online ads. The year’s efforts were validated by two Harvey Awards and the “Best Software Ad” in the United States from US Ad Review.

A sample of the Interactive Online Ads (which use Point Roll technology) may be seen at: http://www.pointroll.com/PointRoll/AdDemo/SAS/SAS_FLowers_336x280_Fortune.co
m_Specials_Global500ud6.asp 

   3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Creative Director: Steve Benfield
Sr. Art Director: Gray Heffner
Art Director: Brian Lloyd
Copywriter: Annette Marett
Photographer: Steve Muir
Agency: SAS Corporate Communications
Video Production Company: SAS Corporate Communications