Tax Year-End Advertising That Actually Works
Project Overview
Sage Accounting approached us to produce their tax year-end advertisement during one of the most critical periods in their business calendar. Having worked with Sage for many years, we understood their brand values and the importance of communicating effectively with their audience during tax season. This project represented an exciting opportunity to combine our strategic video production expertise with Sage's trusted reputation in the accounting software industry.
The challenge was clear: create an advertisement that would cut through the noise of tax season marketing whilst maintaining Sage's professional credibility and connecting with their diverse customer base. We needed to develop a campaign that would resonate with both existing users and potential new customers who were navigating the complexities of tax year-end requirements.
The Challenge
Sage faced several critical communication challenges as tax year-end approached:
- Seasonal messaging complexity - Standing out in a crowded marketplace where every accounting service and software provider was competing for attention
- Technical simplification - Translating complex tax software features into accessible, engaging content that wouldn't overwhelm viewers
- Brand consistency - Maintaining Sage's established professional image whilst creating content that felt fresh and compelling
- Audience diversity - Speaking to both seasoned accountants and small business owners with varying levels of tax knowledge
- Tight timeline constraints - Delivering a complete campaign within the compressed timeframe leading up to tax deadlines
The project demanded strategic thinking about how to position Sage's solutions in a way that would drive meaningful engagement and business results during their most important sales period.
Our Solution
Comprehensive Pre-Production Strategy
We began with thorough strategic planning, working closely with Sage's team to understand their specific messaging goals and target audience needs. Our approach involved collaborative scripting sessions where we translated complex tax software benefits into clear, compelling narratives that would resonate with viewers.
The storyboarding process became crucial for visualising how we could present Sage's technical capabilities in an engaging, human-centred way. We developed multiple creative concepts that balanced professional credibility with approachable storytelling, ensuring the final advertisement would feel both trustworthy and accessible.
On-Location Production Excellence
We conducted the filming at Sage's offices, which provided authentic environments that reinforced the brand's credibility whilst giving viewers a genuine sense of the company's professional atmosphere. This location choice allowed us to showcase real working environments where Sage's software makes a tangible difference to users' daily experiences.
Our production team managed every aspect of the shoot, from lighting and camera work to directing talent and coordinating with Sage's staff. The on-location approach meant we could capture authentic moments and genuine brand elements that would have been impossible to recreate in a studio setting.
Strategic Flexibility Through Multiple Endings
Understanding that marketing campaigns often require adaptation based on performance data and changing business priorities, we filmed multiple ending variations. This strategic approach gave Sage's marketing team the flexibility to choose the conclusion that best aligned with their specific campaign objectives and audience response.
Each ending maintained the core message whilst offering different calls-to-action and closing statements, allowing Sage to optimise their campaign performance based on real-world testing and feedback.
Key Features & Technical Implementation
The post-production phase showcased our comprehensive video capabilities, combining professional editing with custom animations that enhanced the storytelling without overwhelming the core message. Our team handled all aspects of the technical execution, including colour grading that maintained Sage's brand consistency and pacing that kept viewers engaged throughout.
We integrated custom voiceover recording that perfectly matched the visual narrative, ensuring every element worked together to create a cohesive, professional final product. The animation work helped illustrate complex software features in ways that were immediately understandable, turning potentially dry technical content into engaging visual explanations.
Our approach to the technical implementation focused on creating content that would perform well across multiple platforms and viewing environments, ensuring Sage could deploy their advertisement effectively across their entire marketing ecosystem.
Results and Impact
The completed advertisement successfully achieved Sage's objectives for their tax year-end campaign, demonstrating how strategic video production can transform complex business messaging into compelling marketing content. The project delivered exactly what Sage needed: professional, engaging content that communicated their value proposition clearly whilst maintaining their established brand credibility.
The collaboration resulted in content that Sage's marketing team could deploy with confidence, knowing it accurately represented their brand values whilst engaging their target audience effectively. The multiple ending options provided them with strategic flexibility that enhanced their campaign optimisation capabilities.
Most importantly, the project demonstrated the power of genuine client-partner collaboration, where open communication and shared commitment to excellence resulted in work that exceeded expectations and delivered measurable business value.
Looking Forward
This project exemplifies how we approach complex creative challenges through strategic thinking, technical expertise, and genuine partnership. By understanding Sage's business objectives and audience needs, we were able to create content that not only met their immediate campaign requirements but also reinforced their market position as a trusted accounting software provider.
The success of this collaboration reinforces our commitment to delivering comprehensive video production services that serve clear business purposes whilst maintaining the highest creative and technical standards. Every element of the project, from initial concept development through final delivery, demonstrated how effective communication and strategic planning create marketing content that truly connects with audiences and drives business results.
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Their ability to respond quickly to feedback and implement changes with speed and accuracy made the process seamless. We especially valued their proactive guidance and creative input, which strengthened the final outcomes.
Their work is always on-brand, timely, and effective. It’s been a pleasure partnering with a team that genuinely understands our goals and consistently adds value at every stage."
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From impactful video testimonials and polished written content to compelling presentations and tailored advert development, ThinkStory has consistently delivered with excellence across multiple formats and campaigns. Their agility in implementing stakeholder feedback – often within hours – is a game-changer, and their dedication to quality never comes with friction or unnecessary costs.
What sets ThinkStory apart is not just their creative expertise, but their commitment to guiding us with valuable insights and improvements that enhance every project. Their counsel is as trusted as their craftsmanship, and the outcome is always something we’re proud to showcase.
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I have found ThinkStory to be very knowledgeable in different fields regarding video, written and thought leadership content. They are always providing valuable insights and improvements to the different projects we run with them which makes our job easier.
I absolutely love working with ThinkStory, not just for the work they do but also the human and connection aspect they bring when working with us as a client. ThinkStory will always be my go-to agency for video and written content and their final outcome.
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They regularly shared helpful guidance and insights that strengthened our campaigns and helped us stay aligned with our goals. The final deliverables were consistently high quality, on-brand, and impactful. Overall, it felt like working with a true extension of our internal team.”
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As you know, Sage is very specific about our suppliers, and many don’t make it onto our supplier list. We have 3 agencies listed, and ThinkStory is Customer Experiences’ preferred supplier. Having worked with you and your team to coordinate the South African Success Story winners photo shoots, I can recommend your services to anyone needing the same kind of assistance. The Success Story photo shoot is very prestigious, and the winners receive their books and prizes in a global ceremony which includes our senior management. Therefore, the quality of the shoot is of utmost importance.
You kept us in the loop with the arrangements, arrived on time and were fully prepared for everything we needed. I was grateful for your flexibility, as things tend to go wrong when groups of people are concerned, but you handled our speedbumps with professionalism and efficiency.
The final results were faultless and delivered on time.
I am so grateful to you and your team and will not hesitate to utilise your services again."
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