VCCP has launched the primary world advertising marketing campaign for Sage, the accounting, monetary, HR and payroll expertise firm.
The hero movies on the coronary heart of the marketing campaign give attention to real-life clients who work for small and medium-sized companies: Laura Rose, chief govt at Equestrian Rose and Joanne Halsall, head of finance at Crow Wooden Leisure.
Rose’s advert “Laura” options an animated girl, colourised, skipping by way of a black and white seaside city. Rose speaks in a voiceover, telling viewers that the joy of her first order by no means went away.
Rose stated: “For me, placing us – their clients – entrance and centre in a nationwide marketing campaign reveals simply how a lot Sage believes in SMBs.”
The marketing campaign itself is designed to mirror the altering wants of SMBs.
Halsall’s advert, “Joanna” (above), additionally options an animated girl, colourised, rowing on a black and white lake. Halsall’s voiceover talks in regards to the “power” of asking for assist if you don’t know one thing as a enterprise proprietor.
Cath Keers, chief advertising officer at Sage, stated: “We had been on the lookout for tales that might resonate with different enterprise homeowners. The highs and lows of doing enterprise is a theme we hear recurrently from our clients, so the second we heard Laura and Joanne’s tales, we knew it encapsulated the emotions of different small and medium companies.”
Keers added: “The world has modified and doing enterprise has modified too. And that’s the reason we’ve modified. We have now a brand new function, a brand new approach of doing enterprise, and a brand new look.”
That is the primary marketing campaign VCCP has produced for Sage since successful the account in January 2022. The company labored with its world content material studio Woman&Bear and its product and companies innovation firm Bernadette to create the marketing campaign.
Mark Orbine, govt inventive director at VCCP London, stated: “At VCCP we at all times discuss indelibly branded worlds. Take the brand away from O2, for example, and you continue to know who’s speaking to you.
“So utilizing black and white real-world backdrops and the Sage inexperienced in our animations we created a novel new world that may hopefully over time will turn into branded properties synonymous with Sage.”
Engaged on model and strategic improvement was SomeOne, in addition to Sage’s interim govt vice-president, model advertising, Susie Moore.
Media planning and shopping for has been dealt with by Neo Media World. The TV advertisements shall be supported by digital and social, in addition to an out of dwelling marketing campaign. Sage’s trademark “circulation” may even function in a digital activation all through the Elizabeth Line tube stations.