Saga Launches Fairy-Tale Product

Sagavista Positioned as Shining Prince of Enterprise Integration
LOS ANGELES–Saga Software this week launches its largest integrated ad campaign yet to promote its new business enterprise integration product, Sagavista.
The estimated $5 million effort, built around a fairy tale theme, is aimed not only at CIOs and other technology executives, but also at senior-level decision makers such as CEOs.
Sagavista’s marketing team–comprised of Michael Collins and Tim Hill, both formerly of Roy, Utah-based Iomega, and Scott Kempema, formerly of tech agency Euro RSCG/DSW Partners, Salt Lake City–led the effort, assisted by Duffy & Shanley, Providence, R.I.
A 30-second TV spot, shot by veteran commercial director Jim McGorman, shows a business leader reading a story from an oversized book to some wide-eyed executives sitting around him. He tells the tale of a CEO who is faced with a giant enterprise integration problem. But the successful IT professional, he says, 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 (
“This is vastly different from anything ever done in the enterprise integration space. It has tremendous stopping power,” said Hill, vice president, marketing and international operations.
The spot is slated for an initial eight-week flight on cable business channels.
Saga, Reston, Va., has also produced three full-page print ads with portraits by photographer Richard Corman. They will run in Business Week, Forbes, The Wall Street Journal and specialty magazines through December.
“It is not a fairy tale that the very complex IT problems we heard about in our focus groups can now be solved,” said Kempema, director of marketing communications. “[The target audience is] used to advertising that all looks the same. … Our advertising had to be distinctive.”