Orange Bus were given the task of translating the campaign concept for the launch of the new version of the Sage ACT! CRM software into a design for digital media which would work successfully to promote the product to the small business market.
Our messaging focused on the product’s USP of mobile availability, using the “access all areas” tagline to play on the benefits of upgrading to ACT! 2011. Because the new version of the software had added value features, such as allowing you to access key customer data on the move, we had to think carefully about how to promote these to our target audience of finance directors and business owners and understand how we might persuade them to upgrade.
The digital elements of the campaign included flash banners and triggered eDMs with messages refined based on Sage’s own marketing clusters and targeted accordingly. A viral email treatment was also key to the success of the launch, allowing users to add their bosses name and customise the message, creating a fun way for sales staff or employees to effectively ask their boss to purchase the software.
