How do you capture the hearts and minds of a hard-to-reach audience?
Exasol is the world’s fastest, most intelligent, in-memory analytics database, transforming how businesses use data.
Exasol identified that the developer community is a key driver in their business growth and wanted to target this audience at Tableau’s global developer conference in Las Vegas. They needed a bold campaign idea to really stand out from the crowd and create a buzz by showcasing the world leading speed of their database.
Through research into the developer community we learnt that mascots and characterised personas are a great way to capture interest and engagement. Our campaign creative was based on the provocative statement ‘Recode the rules’ to promote the unique way Exasol’s database is coded and built. This concept was then rolled-out across the exhibition stand, merchandise, gifts, printed collateral and on-screen digital graphics.
Over 12,000 people attended the Tableau conference in Las Vegas 2017
Launching the global rebrand at the Tableau conference