To generate leads for SAS Data Quality Solutions by targeting senior IT staff at CIO/VP level and above. They regularly have big data quality problems throughout their organisations, because of inconsistent data management and quality control. The problem is they are one of the most over-communicated audiences in business today. In particular they receives a ton of direct mail every day, so we really had to stand out in their in-tray - on a limited budget.

SAS had little or no brand awareness. So we needed to capture their attention in a relevant way to present ourselves as the brand for them.The idea was to demonstrate just how utterly useless poor quality data really is. We did this by sending them a completely useless object – a coathanger with no hook. The message underpinning it was: 'You can’t hang your business on useless data'.

For the tiny investment of AU$32,500 this campaign generated a response rate of 13% and a massive projected return of AU$2,205,000 for an ROI of 6785% or a ratio of almost 68:1.