Case Study: SAS Activation
Client Overview
SAS, a leading global data analytics organisation, sought to showcase the value of data and engage attendees at the Gartner Data & Analytics Summit. Their goal was to generate 400 leads (double what they had previously) for their Client Experience team and reinforce their position as an innovative partner.
The Challenge
Our Solution
Honeycomb Agency developed a brand activation that seamlessly aligned with SAS’s theme of driving real-time interactions. We offered a personalised engraved drink bottle as a tangible item, reflecting the use of data in personalisation.
To amplify the visual impact of the activation and create another opportunity to personalise items, visitors were able to select from a choice of three bottle colours – red, blue and teal. Once again, it reflected how data can be used to personalise products and experiences. Visitors completed a custom landing page and were notified via SMS when their bottle was ready for collection.
Moreover, the SAS team introduced an intriguing live scorecard, predicting visitors’ preferred bottle colour based on their postcode—a clever touch that ignited lively conversations and added an extra layer of excitement to the event.
The Results
Over 2 days, the SAS stand attracted 700 unique visitors, surpassing the initial goal by 175%. The onsite activation generated significant traffic, with the SAS bottles becoming a common sight throughout the event. The attraction was so great, the actual number of bottles engraved exceeded 1,000 as a number of people sought additional bottles for colleagues. The data captured provided valuable insights for post-event communications and campaign strategies.
As a testament to our activation’s success, SAS have since gone on to book 4 more activation experiences. For each, the promotional item has been adapted to reflect the theme and audience.
Honeycomb Agency went on to win a distributor award from the Australasian Promotional Products Association for AU Integration to a Media Campaign.
I was amazed at the response to the activation. Heading back to the office for extra bottles was not planned, but what a problem to have! It really energised the team who then came up with the live predictive counter, which became an ideal talking point about the value of data.
Vanessa Low
SAS Marketing Project Lead