Sage has the Krypton Factor for 2010
Not content with spending just one year jumping in puddles and performing complex mental calculations, the business software specialist Sage has announced that it will be sponsoring ITV’s The Krypton Factor again in 2010.
This year’s campaign has been hailed as a success, with the show reaching over 18 million viewers and more than 50,000 people logging on to the trainyourbusinessbrain.com site to have their business IQ challenged.
In the final months of 2008, Sage’s branding team made a bold decision to take their message directly to a mainstream TV audience by sponsoring the new Krypton Factor, demonstrating how far it was willing to go to be seen as more than a software supplier, but also a key supporter of UK business.
It was seen as an unusual move for a B2B firm, but apparently an effective one. “In less than a year, we achieved a shift in brand perception and created a much stronger emotional connection with our customers and business partners,” explained Joanna Elliott, Head of Brand Marketing at Sage.
“With so many people asking for the show to come back, we couldn't resist. It's a journey we haven't finished yet.”
The Krypton Factor, presented by Ben Sheppard, looks set to return to our screens in early 2010.
Last year Sage challenged a group of industry journalists, including AccountingWEB’s very own Matt Henkes, to see if they could tackle the infamous assault course.
However, we’re unsure whether they’ll invite him back this year after he whipped the lot of them...