THE CHALLENGE
Upon the release of their all-new Webservice interface, an
advanced plug-in for clients using Sage accounting software in
Portugal, Sage was looking for an integrated online and offline
awareness solution aimed at their corporate user base. Ideally,
the campaign should not only showcase the Webservice plug-in's
major features and benefits, but also entice Sage users to take
part in upcoming seminars about the new tool. It was very
important that participants would be given enough basic
information about Webservice to take full advantage of the
information provided at the seminars.
MAXIDEIA'S PROPOSAL
Maxideia outlined a strategic awareness campaign encompassing
the main corporate awareness channels, from promotional leaflets
to an entire website, the latter including a specifically
produced multi-format corporate video.
PROJECT IMPLEMENTATION
Logo
The first small but critical step in the project was the
conception of a logotype which clearly identified the Webservice
software plug-in with Sage's core values. As this company's
visual identity is already firmly entrenched in the collective
business conscience, the Webservice logo abided by two elements
closely linked with Sage: their unique typeface family and
corporate green colours.
Maxideia quickly designed a small selection of logo prototypes,
one of which led to the final choice by Sage, shown below.
Corporate video
Sage intended a 2-minute long video to act as the cornerstone of
the whole awareness campaign. Two target audiences were sought
after — Sage software users and CTOC members using Sage
applications —, which led to the development of slightly
different versions of the video. Visual cohesiveness and
adherence to Sage's identity were again concerns of paramount
importance in the development of this multimedia project. Once
the initial concept was given gree light, the entire production,
post-production, audio tracking and voice-over work were carried
in-house at Maxideia.
.
The final video was then exported into different media formats,
with a particular emphasis on large-size displays, promotional
kiosks and YouTube streaming.
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Website
A website was conceived from ground up to provide extra
information to the target audience of the campaign, with a
user-centered design conveying simplicity, effectiveness and
ease of use. The home page showcases the campaign video and
offers quick access to the remaining sections of the site,
featuring detailed information on the Webservice plug-in.
Promotional brochure
A 3-page, A4-sized brochure was designed as the main offline
call-for-action material. In order to effectively engage Sage
clients and software users with a special voucher for upcoming
workshop sessions, a clear, concise and graphically appealing
layout was devised in perfect compliance with the visual
approach for the complementary online campaign materials..
THE RESULT
The full campaing was developed in only two weeks, from initial
concept to final deployment, meeting Sage's tight deadline and
garnering immediate results — Webservice's user response
was extremely posittive, with Sage's seminars being well
attended by accounting professionals possessing a firm grasp on
the plug-in's core features, a testament to the effectiveness of
Maxideia's campaign.
After completion of the initial campaign stages, the iespt.com
website remained online for three months, fast-tracking the
introduction of the Webservice interface in Sage's
Portuguese-language accounting software. Today, the website
stands a symbol of Sage and Maxideia's mutual success.
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