A creative and effective way to demonstrate the benefits of a product through social media content.
Background
Although it had a solid industry reputation, Sage was seen by some as dated and out of touch with the needs of mobile businesses. To establish a fresh connection with start-ups, SMEs and sole traders, Sage asked us to develop a creative way to demonstrate Sage One, the company’s user-friendly suite of online accounting and payroll solutions.
Challenge
Creating social media content that’s relevant and engaging can be one of the most difficult things for a brand to achieve. Our challenge was to develop content that would appeal to this audience, encouraging them to reconsider Sage One as a mobile accounting solution that fits the needs of their business. Our creative team wanted to communicate Sage One’s mantra of “easy to use – anytime, anywhere” without making viewers feel as though they were being marketed to.
Solution
We produced an energetic short film highlighting an actual small business using the Sage One app to meet their mobile accounting needs.
Filmed over three days at our office in Cheshire, the film was brilliantly art directed by our creative team to be sharp, contemporary and colourful.
The story unfolds through the painting of an office wall mural, allowing viewers to identify with the joy and passion of owning a successful small business – and making a connection between this energy and the need for flexible, easy-to-use payment solutions.
Ensuring authenticity was a key part of reaching our target audience: we not only secured actual tradesmen for the film, they also worked with an unsigned band to ensure the quality of the music track, and support the growth of another small business.
Result
The creative direction marked a significant departure from Sage’s previous marketing campaigns, which tended to focus specifically on product features and benefits. The content developed by our production team was an excellent fit for social media platforms, such as Facebook, where users are more likely to share items about real people and their stories.
