Sage's key objectives were to create an extraordinary customer experience, to create a reputation for innovation and to stop being unsung heroes by becoming a brand that is talked about. The concepts of a challenge, driving success and applying your own personal skills, led us to a simple yet huge idea.
The company opted to create an advertiser-funded programme by teaming up with ITV. The resulting AFP made the breakthrough into genuinely populist scheduling for the first time.
ITV's The Krypton Factor, which originally ran from 1977 to 1995, encapsulated all the skills required to be successful in business and was a much-loved British institution. So Drum and PHD introduced Sage to ITV1 and created a 21st Century remake of the show, which ran in a peak slot of 7.30 on Thursday evenings, with a Sunday afternoon repeat.
The team negotiated full licensing rights so people could join in. It created www.trainyourbusinessbrain.com, which featured games in the style of the show that calculated people's business IQs and video tips from well-known business gurus.
Content was taken from both the show and the website to form a partnership with business-oriented social network Linked In to extend the reach of the site. A Facebook application was also created.
More than 20 million viewers watched the show in its 10-week run, making it the most successful AFP in UK history. More than 500,000 people interacted online, with an average site visit of 11 minutes. Sage achieved substantial growth in the key brand measures "cutting edge", "exciting" and "energetic", and generated more than £1m worth of PR in mainstream media.