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Ambition with Peter Jones logo

Ambition with Peter Jones


The Brief

An established global leader, Sage’s market share was under attack from new entrants to the market.

With rapid growth forecasts in cloud business management software, Sage needed to counter this attack, grow share and stand out from the competition with a campaign that punched above its weight. Our challenge was to regain market leadership, by outsmarting rather than outspending the competition.

Our Approach

The big idea was to use a genuine Sage customer who had both fame and credibility. Step forward Peter Jones, the Dragon entrepreneur who has used Sage products since the very beginning of his career and continues to do so. This would support the strategy to position Sage as the cloud platform preferred by successful entrepreneurs.

The campaign needed to deliver both commercial and brand impact, so our approach was to create a totally integrated multi-channel ‘Brand to Demand’ campaign with end to end tracking and reporting - building brand awareness and consideration, whilst growing marketing qualified leads. The strategy also included an always-on social and content strategy.


In phase one of the campaign, a UK audience of 15.3m was reached, driving 31% growth in traffic and achieving the best commercial performance ever experienced by Sage in its 38 years’ existence.

The campaign resulted in a 55% increase in web conversions over the previous best brand campaign and a 29% daily increase in qualified leads.

What they said about us

Sage has never had a campaign as successful as the one that Gravity has created.

We've seen a massive rise in brand awareness and we're already seeing the effect that it's having when it comes to demand generation. The success of this campaign is unprecedented in Sage's history.

Where to next?

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