Despite being the market leader in advanced analytics, SAS as a brand stands in the shadow of corporations like IBM and SAP.

At the same time, customers and the user base of analytics solutions are more and more influenced by the millennial generation and it's more casual, content-driven approach to communications.

As an answer to this combined market and communication challenges, SAS wanted to develop a multi-channel digital campaign across Europe, the Middle East, and Africa with a strong emphasis on social media.

The goal was to significantly raise awareness for the new SAS Viya analytics platform within the digital native demographic while delivering response and new impulses for online and offline sales activities.