SAS earns two wins at Asian Experience Awards 2025 for integrated marketing campaign

The company received the Singapore Brand Experience of the Year - Technology and the Singapore Digital Experience of the Year - Technology category wins.

SAS, a global leader in data and AI, clinched two major accolades at the Asian Experience Awards 2025 for its SAS-IDC Data & AI Pulse Integrated Programs for Asia Pacific (APAC). 

The award-winning campaign stood out for using executive thought leadership and multi-channel stakeholder engagement to cut through the data and AI hype with trustworthy content from a market leader. Sameer Thakkar, VP of Marketing, Asia Pacific and Emerging EMEA, said: “Grounding our strategy in independent research and regional insights, we delivered credible content driving a cohesive brand and digital experience that resonates with our customers. This recognition is a testament to our Asia Pacific team’s collaboration in delivering an impactful integrated campaign.”

At its core, the campaign aimed to provide valuable insights that helped customers navigate the noise around data and AI. Asia Pacific organisations continue to rush to jump onto the AI bandwagon, with nearly half planning a large investment increase of over 20% in the coming 12 months. A more telling sign of their belief in this technology is how over 40% expect their AI initiatives to triple in ROI. But is Asia Pacific overconfident in the AI gold rush, or is it a sign of the lack of AI maturity in the region? SAS decided to find out by commissioning IDC to interview over 500 executives across 8 countries in the region, including Singapore. In the process, SAS uncovered deep insights into both the current environment and the future priorities of organisations across multiple industries.

To deliver this campaign, SAS created a unified digital platform with custom landing pages, mobile-optimised design, and cross-platform integration. Recognising APAC’s diversity, the design reflected cultural habits, navigation styles, and communication norms. Ongoing optimisation through behaviour analysis and A/B testing drove engagement, achieving 56% microsite scroll depth. The brand strategy centred on cultural awareness and trust. With executives overwhelmed by vendor noise, SAS became a credible independent voice. Over 15 global and regional teams coordinated 200+ weekly tasks, anchored by research-backed credibility, resulting in a 20x ROI in Singapore and significant engagement metrics. 

The Asian Experience Awards honours companies creating meaningful digital and brand experiences for their stakeholders.

About SAS

SAS is a global leader in data and AI. With SAS software and industry-specific solutions, organisations transform data into trusted decisions. SAS gives you THE POWER TO KNOW®.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].