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
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.
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.
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.
Written, filmed and edited and hosted on YouTube.
Digital campaign run through Eloqua, with qualified leads fed into Sage Pay’s CRM.
leads against a target of 1,000
views of videos ‘The Hotel’ and ‘The Restaurant’
pipeline target achieved
Sage’s typical lead conversion rate
Simon Frankum
Digital Marketing Lead, Sage Pay
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