As part of Sage's nationwide Business IQ campaign, the company is funding the 2009 return of television game show The Krypton Factor on ITV1. This deal puts the show as the biggest advertiser-funded programme agreement on ITV to date.

The deal includes integrated sponsorship credits before and after the show and during ad breaks, as well as exclusive additional branding on the show's website and across ITV's other digital platforms. The creative content of these contributions has not yet been decided. Due to regulations, however, the show will be independently produced from the funding, and will not feature any Sage branding.

The Business IQ campaign launched by the brand in mid-October aims to "understand, explore and celebrate the qualities that make people in business more likely to succeed," says Joanna Elliot, head of brand communications for business software and services provider Sage. "Sage believes that in our fast-paced, rapidly changing world, the qualities needed to succeed in business are very similar to those that are needed to compete on The Krypton Factor and that is why Sage is working with ITV to bring the show back as a great way of learning about these attributes," she says.

Positioning itself in the same league as shows Dragon's Den or The Apprentice, Krypton Factor is targeting the business community. All sectors are being targeted, and Sage hopes to show that it provides software and services for more than just small businesses.

"The advertising-funded programme model works for us because it is one high-impact tactic that can be integrated into a much bigger marketing strategy," says Elliott.
"The work we are doing will see The Krypton Factor property exploited across a number of media platforms as part of the wider Business IQ campaign," according to Ben Kerr, content director at Drum PHD. " At the heart of our strategy we will use content to create an emotional connection between Sage and its target audience. By utilising a range of relevant media channels including digital, traditional media and merchandising we will create a nationwide experience that will go beyond the existing model."

The sponsorship of the show, which follows on from the company's recent rebrand, is the first part in a much wider countrywide marketing initiative managed by Drum PHD. Other legs include nationwide research and a survey, and a new interactive gaming portal.

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