Where Data Myths Become Data Reality

Sigma Computing allows anyone to unearth insights from massive data sets like a data scientist using a business intelligence tool with a spreadsheet-like interface. In advance of Snowflake Summit 2022, Sigma asked Sköna to develop a campaign concept that would unify pre-show promotional efforts, their presence at the event, and ongoing demand gen and brand recognition efforts after the conference.

Given the specialized nature of data scientists’ work, it would seemingly take something magical to replicate their in-demand abilities. ‘Data Myths’ asked a question: what if myths were real? What if there was a tool where anyone could answer questions using data like a pro? Sigma’s simple, recognizable interface unlocks a world of answers in Snowflake that shouldn’t be possible, but the new reality is anyone can be a data legend with Sigma.

To encompass the scope and scale, we took bigger creative and conceptual risks. We brought the visual language of mythology to tech, pairing imagination-sparking, etching-style images of mythical creatures with messaging to drive home the business outcomes that Sigma makes possible: “Where Data Myths Become Data Reality” and “From Tall Tales to True Insights”.

These elements were present on pre-event email and landing page copy; OOH assets with customer testimonials at the Harry Reid International Airport baggage claim and throughout the event venue; booth collateral and promotional items like t-shirts, whose life extends beyond the conference itself; and post-event sales and marketing collateral.

Whether a minotaur riding a scooter on an in-booth screen, or an ad at the Harry Reid International Airport, ‘Data Myths’ gave Sigma a striking, memorable campaign that drove excitement before and during the event and worked equally hard afterward to convert leads to sales. The campaign was deemed a huge success as 10,000 Summit attendees and thousands of passers-by viewed ‘Data Myths’, with Sigma registering 3,000 scans at the show – a standout campaign that catered to its unique environment in order to make an especially pronounced impact.