Sage Ambient, Case study SAGE: THE KRYPTON FACTOR by PHD London

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Industry Software & Multimedia Productions, SaaS, Business equipment & services
Media Ambient, Case study
Market United Kingdom
Agency PHD London
Released June 2009


Cannes Lions 2009
Media - Silver

Credits & Description

Type of Entry: Product & Service
Category: Business Products & Services
Advertiser/Client: SAGE
Entrant Company: DRUM PHD London, UNITED KINGDOM
Advertising Agency: DRUM PHD London, UNITED KINGDOM
Creative Credits
Name Company Position
Ben Kerr Drum Content Director
Simon Wells Drum Executive Producer
Jo Williams PHD Media Director
Jo Thompson Drum Account Manager
Dan Hosford PHD Account Director
Oliver Wilton PHD Interactive Media Planner
Nick Ellsom PHD Head Of Search
Kamilla Scott PHD Media Planner
John Willshire PHD Head Of Innovation
Mark Eaves Drum Managing Director
Results and Effectiveness:
The Krypton Factor debuted on ITV1 to an audience of 6.3m viewers. More than one in three people in the UK have now watched the show. 82% of viewers liked the show. 82% felt it was an appropriate thing for Sage to do. When viewers were asked which business software they would now consider purchasing, Sage came second only to Microsoft. 72% of customers felt more positive about Sage because of the show. 77% felt more positive because of Train Your Business Brain.
Creative Execution:
So, how could Sage actually help customers achieve their goals? Business success isn’t about buildings, infrastructure, technology or the like; it’s about having brilliant people. Sage could help customers invest in the skills of their people. We regenerated a classic TV show, The Krypton Factor. The skills required in the show (Intelligence, Physical, Knowledge, Observation and Mental Agility) perfectly matched those needed for business success. This instantly created an emotional connection, and delivered huge amounts of positive PR. Crucially it allowed Sage to live in a mainstream TV environment, and create a cultural momentum a traditional media plan could not have generated. Upon this, we created where people could develop their own skills to advance their Business IQ. Extraordinary customer experiences with clear business benefits. For Sage customers, it was something extremely useful, highly entertaining, and compellingly sharable with their friends and colleagues.
Insights, Strategy and the Idea:
Sage came to us looking to form deeper emotional ties with their customers, and to make the Sage brand interesting enough for people to talk about. Which was a huge task; perceived as a large accountancy software firm, Sage also had a hugely disparate customer base. Everyone from bricklayers to Finance Directors of substantial businesses used Sage, yet none were hugely warm to the brand. We needed to influence all of these people, yet they had very few unifying features. Except one. From the smallest to the largest businesses, from straightforward to complex products, an entrepreneurial spirit coursed through every Sage customer; every single one had goals they wanted and needed to achieve. In order to be closer to their customers, we believed that Sage had to create extraordinary customer experiences which would help them achieve these goals.