Digital marketing campaign

We capitalised on the idea of ‘discovering opportunity’ with a digital marketing campaign designed to build product awareness and drive sales leads with tested and targeted content.

Background

Sage, a market leader in accounting, payroll and payment systems, also offers financial support solutions. Sage Cover is a support product that allows SMEs to stay up to date with legislation, and access automatic software updates and expert advice.

Challenge

While Sage had a great relationship with financial professionals and business advisors, our client needed to increase awareness about its range of Sage Cover products to drive product sales. Our digital marketing campaign needed to provide a targeted message that was persuasive enough to encourage the target audience to take action and find out more about their options.

Solution

We devised a digital marketing campaign that capitalises on the essence of the solution offered by Sage’s product: support and peace of mind.

We worked with Sage to offer something different and create real stand out. The look and feel is a departure from more sober and traditional finance marketing campaigns, and instead maximises the use of just two images that represent cover and support: an umbrella and a hammock.

With a simple yet effective creative idea full of colour, character and personality, the message is clear from the first view: “let our experts take the hassle away”.

The deliverables include 4 emails, with the design and content evolving based on the results of each e-mail deployment. We tested a number of different variables: subject line, colourways, language style, amount of copy, lead image, calls to action (CTA) and their positioning, as well as order and prominence of messaging. As part of the campaign, we also produced a video animation, product literature banners, HTML5 animated ads, and social media tiles.

The campaign was a success, and Sage asked us to produce a second version for the Irish market.