Introducing ‘Backing Business’ – a series of bespoke activations to directly support and celebrate the SMEs of the UK. We partnered with ITV to create an airtime fund so SMEs could access advertising time for their own campaigns. To get the word out, we created a TV mini-series, featuring Alison Hammond becoming an intern in different small businesses to find out how they've overcome adversity with NatWest’s support, whilst encouraging SMEs to apply to our fund – a true celebration of British Business.
The results were outstanding, with 150 applications (so far!) and a 9.4% increase in SME account openings. But the benefits of the campaign went far beyond our bank - connecting small businesses with practical support, and celebrating them on ITV’s massive consumer stage – truly Backing Business in their hour of need.