Train Your Business Brain
- Brand
- Sage
- Year
- 2008
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Chunk
Objective
Sage wanted to shed its image as a back-office accounting vendor and be seen instead as a source of business acumen for finance professionals and UK small and medium-sized businesses. Tying the push to a nationally broadcast, ad-funded revival of the ITV quiz show The Krypton Factor gave the message a mainstream stage, while the underlying aim was to open a lasting, ongoing conversation with that professional audience rather than run a single campaign burst.
Solution
Visitors land on trainyourbusinessbrain.com and are challenged to test their business IQ. They work through a set of mental-agility and business-skills questions, get an instant score, and are dropped into a LinkedIn-based leaderboard where they can see how they rank against other players and filter the results by different groups. From there they can browse video interviews with business figures like Yo! Sushi founder Simon Woodroffe and psychologist Rebecca Fenns, or check news tied to The Krypton Factor. A separate on-ramp ran through LinkedIn itself: four poll questions and discussions in professional groups pointed members back to the site, and on nights the show aired, the homepage switched to a Krypton Factor-themed takeover timed to the broadcast.
Results
500,000 people took the business IQ test on trainyourbusinessbrain.com. Of those, 902 entered through the LinkedIn League feature, and the four LinkedIn polls drew 2,100 responses. LinkedIn became the site's third-largest source of inbound traffic, behind only Google UK and ITV.com (Hitwise, 2009).
- 1
The player visits trainyourbusinessbrain.com, a Sage-branded site promising to test the player's "business IQ" and offering mental warm-ups and career tips.
- 2
On days when The Krypton Factor airs on ITV, the site's homepage switches to a themed takeover timed to the show's broadcast schedule.
- 3
The player works through a series of challenges testing mental agility and business skills, and the site tallies these into a personal "business IQ" score.
- 4
That score feeds into a leaderboard-style league on LinkedIn, where the player compares results against other participants and filters the rankings.
- 5
Beyond the tests, the player can watch video interviews with featured "business brains," including Yo! Sushi founder Simon Woodroffe and business psychologist Rebecca Fensome.
- 6
LinkedIn also surfaces four polls with business questions and related group discussions; answering one routes the player to the site and into the challenge.
- 7
The site rounds out the experience with news and content tied to The Krypton Factor, linking the online challenges to the TV campaign.
