Boss it

Multi-channel campaign—TVC (30 & 10s), radio, OOH, display and social

The Challenge
Help Sage build stronger emotional connections with small business owners by moving beyond product messaging and focusing on the real challenges and ambitions of entrepreneurs.

The Thinking
Created a campaign platform that celebrated the resilience, passion and determination of business owners. The creative approach focused on human stories and the realities behind running a business.

The Work
Led creative development across integrated channels including TV, digital, outdoor, radio and social, working across teams to deliver a consistent global campaign.

The Impact
An award-winning campaign that strengthened Sage’s brand positioning and helped create a more human connection with its audience.

/// Created at Sage with agency partner Wunderman Thompson

Shortlisted for ‘Best Multi-channel Campaign’ at the 2021 B2B Marketing Awards in November

We wanted to raise brand awareness and regrow not only our share of market but our share of mind, amongst owners and managers of small businesses and also amongst those planning to set up or even just dreaming of one day being their own boss. Driving and capturing demand on our journey to becoming first choice for cloud accounting. 

In addition, we wanted to build on our reputation as a supportive brand from the outset, to inspire brand loyalty for the entirety of customers' business-growth journeys. We wanted to highlight how we champion and support small business, and show that we’re helpful, human, and relatable—the sort of software provider you can count on to have your back. 

Sage gives business owners the power to ‘BOSS IT’ in everything they do. Smashing invoices, winning at tax returns, nailing payroll. When you’re with Sage, bossing it isn’t just an attitude or a feeling—it’s a way of life.