J2 was asked to redesign key collateral to promote the launch of Sage Instant Accounts V15, the easy-to-use accounts software that’s ideal for small and new businesses, to new audiences and to drive support upgrades to existing customers. Creative theme / messages needed to demonstrate an understanding of the target markets and their business accounting issues. It also had to embrace the new brand guidelines and synchronise with complex cluster and propensity models for new and existing customers.
J2 designed and developed a suite of direct mail and digital collateral to give Sage real stand out against competing accounting software brands as well as other Sage communications in existence. This included pushing creative boundaries within the new guidelines, secondary brand attributes and physical developments that included previously unused die cutting techniques for print.
Sage was first listed on the London Stock Exchange in 1989 and continue to dominate the small business market with an estimated market share of 21%.