How business software firm SAS fashioned a colorful campaign to distinguish itself from competitors

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1. Challenge: Standing Out
SAS is one of the largest enterprise software providers anywhere, employing 10,000 workers in 200 offices worldwide and working with 90 percent of the companies in the Fortune 500. Even so, the company needed to better distinguish itself from the rest of an increasingly crowded, increasingly homogenous software-production pack. After a series of attempts at a distinctive campaign fizzled, the company found itself against a deadline to craft a winning marketing program only days ahead of a major meeting.

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2. Solution: Animal Attraction
Inspired by some late-night TV watching, the SAS ad team cooked up a plan to integrate interesting animal factoids and images into messaging that trumpeted the firm’s value, services and experience. This integrated global effort was pushed through multiple channels around the world, from outdoor billboards to branded water bottles to direct mail. The cute, quirky campaign targeted at major corporate clients quickly became a staple in SAS offices throughout the world.

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3. Results: Knowing You Better
Customer feedback was more positive than even SAS officials anticipated, as were readership surveys. Corporate clients began calling trying to find out which agency SAS had used to come up with the campaign, earning the company even more kudos when clients learned it was developed in-house. While SAS officials can’t say for sure when the campaign might end, its global success means they probably won’t be rushing to change it anytime soon.