Sage (FTSE: SGE), the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses today unveils its latest marketing campaign in its ‘Voices of Business’ series. With a focus on Finance, the new integrated campaign  has been designed to reflect the changing needs of its SMB customers worldwide and to bring humanity and disruption to the category.

Representing Sage’s new purpose which is to knock down barriers so everyone can thrive – the campaign shows how its approach starts with its customers. Focussing on real-life customers and the confidence and control that Sage software can deliver through simplicity and insight with a human touch to help business flow.    

The campaign launches with a 30” spot ‘Firefighter’, created by VCCP London, global content studio Girl&Bear and Product and Service Innovation company Bernadette and heroes the Finance Professionals audience, championing the voice of CFOs globally. The campaign hears from Imran Anwar, Chief Financial Officer of Epos Now Group, who helps champion the belief that whatever hats CFOs need to wear, Sage’s tools and insights help them fit.

Aiming to reframe activity away from the classically cold B2B creative, Sage wants to disrupt the category norms enough that they become thought of as human-to-human. It's because they know business people aren’t materially different to everybody else - they still have fears, dreams, and worries. They still experience jeopardy and joy. They still value emotional connection. They still love hearing stories. Really, they’re still people, trying to make their way in the world. Same as everyone else.

By putting their customers at the heart of everything Sage does, they’re not only championing them but also helping to build their individual confidence and business confidence. By using real genuine customer stories in their comms their aim is to shed light on their vulnerabilities and victories, joys and the jeopardy they feel in business. 

The campaign will roll out across multiple formats, including, Paid and Organic Social, content and demand generation assets. This launch also sees a step change towards Sage’s Integrated Campaign model, involving all parts of the marketing department coming together to create a truly multi-faceted campaign from UX/UI, Comms, Content, PR, Sponsorship, Internal Comms and Product Marketing.

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