Natwest: Big results from small business

Wanted to promote an image of the bank as ideal for small business customers. Began with a major TV campaign in 1984 continued by other executions form 1985-1988. Initial campaign successfully raised perceptions of the bank amongst the target group. Research showed the next stage would be to aim for the 'start-up' market. New accounts increased, with an average of 48% every year from 1984-1987, above target. Advertising contributed 37% on new small business accounts.