Duffy, Saga Fashion a Fairy Tale Introduction

Providence Shop Unveils First Full-Blown Effort for Software Firm
BOSTON–Duffy & Shanley has helped craft a national business-to-business campaign for Saga Software, launching the company’s new enterprise integration product Sagavista.
The estimated $5 million TV and print effort, built around a fairy tale theme, is aimed at senior-level corporate decision makers such as CEO, as well as CIOs and other technology executives.
Sagavista’s marketing team worked closely with creative director Peter Marcionetti and copywriter Michael Silvia of Providence, R.I.-based Duffy & Shanley, which is handling media planning and placement.
Duffy & Shanley began working with the Reston, Va., client a year ago, mainly on interactive projects; the breaking work represents the shop’s first full-blown campaign for Saga, Marcionetti said.
“This campaign is vastly different from anything ever done in the enterprise integration space,” said Saga official Tim Hill. “It has tremendous stopping power.”
A 30-second TV spot breaking today opens with a business leader reading a story to a group of wide-eyed executives sitting on the floor around him. He tells the tale of a CEO who finds himself faced with a giant enterprise integration problem, which forces his supply-chain management back office systems to grind to a halt. The storyteller goes on to say that the successful IT professional is able to “integrate the company’s ERP, legacy and packaged applications” and “they all lived happily ever after, on the mainframe, UNIX and NT.”
A voiceover says, “The fairy tale has come true. Sagavista is here.” The Saga logo is shown, with the slogan “Free your information” and the Web address: www.sagasoftware.com.
The spot is slated to run for an initial eight-week flight on cable business channels including CNNfn, Bloomberg Television and CNBC.
Three print ads incorporate the fairy tale theme with portraits by photographer Richard Corman, complete with wizard hats, pixie dust and magic wands.
–with David Gianatasio