Sage Dramatizing customer pain points netted 2.8m video views and 300% pipeline target for Sage Pay

Humor and creative visual storytelling helped Sage Pay convince a sceptical audience to shift payment systems, generating 3,559 qualified leads against a target of 1,000.



Views of videos ‘The Hotel’ and ‘The Restaurant’


pipeline target achieved

Sage is well known for accounting software; less so for its online and retail payment systems.

To convince sceptical retailers that their customers might buy more with Sage Pay, we filmed ‘The Hotel’ and ‘The Restaurant’, to bring bad customer experience to life and convince prospects to act.

The challenge

Sage Pay needed a quick and cost-effective way to drive leads for its payment systems in the small and medium enterprise sector.

They were facing stiff competition from better known brands in the payments field, and from inertia: prospects feeling it wasn’t worth their while to go through the hassle of implementing a new system.

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The strategy

Research revealed that a series of small payment niggles – such as how to quickly split the bill when people want to pay different amounts – could build up to a bigger problem than many retailers realized.

We produced two short, funny films which brought those niggles to life. Alongside the videos, we ran an Eloqua campaign with display adverts, social posts and syndicated content driving traffic to a page on the Sage Pay site which hosted useful content, including a guide to taking the pain out of payments. The whole thing took four months from brief to launch.


The results 

The campaign resulted in 3,559 leads which converted at double Sage Pay’s average and achieved 300% of the pipeline target.

Key deliverables

  • Two short films

    Written, filmed and edited and hosted on YouTube.

  • Lead generation campaign

    Digital campaign run through Eloqua, with qualified leads fed into Sage Pay’s CRM.

The campaign in numbers


leads against a target of 1,000


views of videos ‘The Hotel’ and ‘The Restaurant’


pipeline target achieved


Sage’s typical lead conversion rate


This campaign has been exceptional at generating leads at scale, but what stands it apart is the consistent quality of the opportunities that have come out of it – truly hitting our target sweet spot.”

Simon Frankum
Digital Marketing Lead, Sage Pay