Speaking to a niche audience
The more niche your audience, the more important it is to be truly relevant and credible to them. Sage showed that they understood this better than most when they wanted to reach a particularly niche audience - CFOs.
Sage, the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses, wanted to speak directly to CFOs. They are the key decision-makers inside Sage's target accounts, but they are time-short, and bombarded with bland and generic messaging. "Firefighters", the 30" spot leading the campaign, recognises that CFOs at small to medium enterprises wear many hats, taking on roles and tasks that they’ve never done before (and sometimes being a fire-fighter for the business). But the truth is they love it. They’re proud to do all the work that their business needs to thrive. Sage demonstrated how emotion and empathy have a role to play in B2B comms as much as in B2C.