Nobody understands what it’s like to run a small business better than someone who’s doing it themselves. The times when nothing is going right – and those magic moments when things come together and you feel like you’re exactly where you should be in your life. We wanted to help NAB capture the insights and passion that drive real business owners, to ignite and inspire its huge base of business customers.
The getting of wisdom
Scope of work
- Strategy
- Video design and production with Prodigious
- 12 video deliverables
- Owned and paid media
- Digital
Business is about more than money
As Business Experts, NAB wanted to show its support for business customers in a way that acknowledged the unique pressures business owners face. Our strategy was to take NAB out of the spotlight, and shine it instead on successful business heroes, deep in conversation about their challenges, their goals – and what got them through when times were tough.
The idea: Business Founders Talk
We hit on the idea of creating a compelling six-part video series with two business owners lunching together, on the principle that the act of sharing a meal would help our participants feel relaxed and open. We wanted it to feel like a ‘fly on the wall’ experience for our audience, listening to an honest exchange of ideas, challenges and solutions.
Everything rested on finding the right business owners. They needed to have great stories and they needed to have something interesting to share with their dining partner. Above all, every episode needed to deliver a rich and rewarding experience that was pitched just right for our business audience – with real insights they could relate to.
We partnered a man who owns over a dozen glittering Sydney restaurants with one who bought a brewery off Gumtree. We matched the founder of tech trailblazer Airtasker with the founder of a plant-based meat company taking on the global food crisis. And we paired the CEO of a food manufacturer supplying national supermarkets with the CEO looking to increase female participation in Australian trades.
A resounding success
From the moment it launched, Business Founders Talk struck a chord with business owners Australia-wide. With video completion rates more than triple pre-campaign expectations, it’s clear our audience have genuinely connected with the content – demonstrating once again that authenticity is the wisest course of all for brands seeking to really engage with customers.
The results
2.2 million
views across the length of the video series
36%
overall completion rate for the videos
“We believe every business owner has a great story so loved this concept of connecting two customers to share their wisdom in a relaxed setting. The results have been fantastic as we know business owners love to hear from those who have also walked the walk of entrepreneurship.”
Simon O’Connor
Head of Marketing Metro, Regional & Agri
Business & Private Banking, NAB
Switched on
Ideas, inspiration and other interesting stuff from the Six Black Pens team.
