Previous Project
Going large for Sage
Disciplines—
advertising + online advertising + website + media + digital + integrated + demand generation
Challenge—
Sage is very well known for the accounting software it provides for small businesses. However, many people don’t realise that Sage also has a wide range of offerings for larger companies and enterprises too. This means they have tended to lose out to the likes of SAP and Oracle on vendor shortlists. Our challenge was to make Sage more relevant to the large business market. In particular to focus on four key areas: construction, CRM, ERP, and HR & payroll.
Solution—
Sage had some great video case study content featuring current large business customers talking about how easy it was to implement their software. These became the core of our campaign. Because it can be difficult to drive respondents to external sites (especially if you are less well known) we created an interactive nanosite. This was an ultra-slimmed down version of a microsite (fitting into the space of a standard ad banner) that could hold videos and case studies. It meant that people didn’t have to leave the site to engage with Sage’s assets. The campaign also expanded into print, mobile advertising and lead generation.
Results—
The nanosites outperformed the industry average in every measure. They created more impact and, crucially, greater engagement. In fact they outperformed the industry average interaction time by almost 300%. The campaign on the whole helped solidify Sage’s presence in the mid-market segment; a survey revealed an increase in perception of thought leadership and innovative nature of the firm.
Contact—
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