Campaign details

Brand: Sage (Africa & Middle East region)
Agency: Idea Engineers

A brief description

The South African Budget Speech happens once a year. On that day, all eyes and ears are on the finance minister as he announces new tax brackets and laws that will impact consumers' pockets and businesses' bottom lines. Through Sage Knows, we wanted to help businesses – especially Small & Medium Businesses – understand the impacts of this announcement. We also wanted to position Sage spokespeople as experts on tax, compliance and business to media, and to promote Sage's fully-compliant HR and payroll solutions, its Tax Seminars and free tax tools. We united this under a single call to action: to Stay Ahead of the Game.

For the 2017/8 Budget, we adopted an integrated campaign, combining the strengths of social media, marketing and PR to share legal and tax expertise, to advocate for business builders, and to build the Sage brand among potential customers. We wanted to raise awareness of the importance of the Budget Speech and to drive conversation around the impacts and options to businesses and consumers.