A new brand campaign aimed at small businesses to reappraise Sage as a cool cloud technology business tool that helps small businesses manage their finances, rather than complex accounting.

 

The creative was disruptive using urban poetry to convey the messaging. To overcome any concerns about using poetry through the brand to demand journey the creative work was A/B tested with poetry creative and messaging winning out in all cases.

 

 

Campaign objectives

 

• To engage with the Small Business segment and show that Sage offer a marketing leading solution

• Shift perception driving the segment to reappraise Sage solutions

• Evidence that Sage is supporting small businesses navigate the impact of Covid-19

• Showcase a refreshed product solution demonstrating ease of use

• Drive positive sentiment as a modern solution provider

• Develop a creative platform that can work through the entire brand to demand journey.

 

 

Campaign highlights: 

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Despite the impact of Covid the campaign achieved record performance and changed the perception of Sage in the Small Business segment.

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Fame: Increase in positive brand fame in the 17 million impressions +196% of plan.

Admiration: Highest ever level of engagement on social. Record 5.9m views on YouTube +66% video VTR (view through rate)

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Belief: Changed perceptions of Sage in the Small Business Segment. Independent research showed:

 

8/10 respondents found the adverts appealing with a significant increase in positive sentiment.

75% of small business respondents said the adverts made them want to find out more.

81% found it easy to understand

81% Like the businesses featured

74% liked the spoken word narrative

82% Liked the messaging - Get paid on time.