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The Unknown


The Challenge

SAS wanted to significantly expand reach and increase revenue around analytics driven Customer Intelligence, both with its customers and prospects. SAS needed organisations to feel like they were missing out on knowledge if they were not utilising their class-leading analytics. Most of our audience of decision makers are hard to reach so the creative response needed to be very memorable.

The Unknown

The Solution

Bring to life and anthropomorphise SAS’s core brand adversary, The Unknown; the darkness to SAS’s light. Organisations without the SAS analytics platform were agreeing by default to adopt and live with The Unknown. But how do you capture The Unknown and send it out to organisations to make your point?

Cubes filled with an infinity of darkness illusion, containing a few dim, sound responsive lights personified The Unknown. They were sent out to organisations not currently using the SAS Customer Intelligence platform, together with a humorous Living with The Unknown guide. A phone call to SAS promised to remedy the situation and remove The Unknowns.




The Unknown


Direct Mail, Demand-gen, Digital, Experiential

Six weeks later in the run up to the festive season The Unknown was given a voice, to address non-responders to the initial campaign mailer. The audio card allowed The Unknown to politely thank these organisations for their generosity in continuing to give The Unknown a home.

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Case Study

Once the The Unknown had engaged audiences they were informed how the SAS Customer Intelligence platform could help them remove different unknowns from within their organisations. To broaden the reach of the campaign we created ‘Face The Unknown’; a binaural sound-driven theatrical experience for exhibitions and events. Put on headphones and listen to the below recordings with your eyes closed to replicate the audio part of the experience.

Case Study

The Results


response to DM campaign


sales meetings generated


net new opportunities

In creating The Unknown, April Six have delivered a truly memorable and versatile multi-channel campaign which brings to life the SAS Customer Intelligence propositions. The Unknown is an imaginative and witty adversary, but most importantly, from day one it’s been truly effective in driving measurable commercial returns

Rachel Lockwood

Rachel Lockwood / Marketing Director, SAS