Heroes: A Sage Brand Advertising Campaign

Turning customers into heroes brings the new Sage brand positioning to life.

To roll out of the new Sage brand positioning and supercharge revenue for the coming year through increasing awareness, Sage invests in a multimillion advertising campaign to introduce their major markets to “Sage Business Builders.” We drew on the stories of actual Sage customers, requiring a mighty cross-functional effort to wrangle the photo, video and story details of these small, medium and large business heroes, in both the US and the UK markets, and translate them into advertising tactics in a super tight production schedule.

For TV, digital display, print, airport, and commuter station takeovers, we crafted hundreds of advertising deliverables designed to remind consumers that Sage helps real businesses of all size achieve their ambition with Sage Business Cloud solutions. Each customer’s unique story was broken down into a heroic journey, complete with successes and failures, and executed in a gritty, realistic style. The advertising campaign resonated, resulting in an 11-point increase in spontaneous awareness across the metro areas included in the campaign, providing the necessary air coverage for the demand campaigns driving Q1 revenue.