Mettle by NatWest, the digital business bank account for small businesses, recently launched a new campaign aimed at the hardworking self-employed business community. The campaign, created in partnership with Fold7 and Wavemaker Select, positions SME owners as business rock stars, highlighting the drive, ambition, commitment and self belief required to succeed in today’s competitive marketplace. 

The 30” film, titled ‘Amped Up’, leans into the big, bold and energetic world of noughties rock music with a series of small business owners performing their profession to a highly charged audience of fans moshing, headbanging and stage-diving around them. As the fans rock out, the voiceover explains that Mettle offers simple banking for the self-employed to ‘power up what you do’. 

The film was produced by OB Management and directed by prolific music video director Thomas James, who alongside his commercial work, has made a name for himself creating promos for bands like metal titans Bring Me The Horizon, as well as alternative acts, including Honeyblood and Ghost Poet. His expertise authentically captures the raw energy and excitement of the scene, accompanied by a soundtrack by Welsh band, Florence Black. The energy highlights Mettle’s passionate commitment to supporting small businesses through its innovative digital bank account, offering a range of products and services to help entrepreneurs manage their finances even if money management is not their forte, giving them time back to run their businesses. 

The creative is accompanied by a similarly high-energy, ‘always-on’ media strategy and plan developed by Wavemaker Select UK, Wavemaker’s dedicated arm for scale-up businesses. With a goal of reaching an inclusive audience, the campaign is set to air across multiple VOD, radio and digital audio channels in the UK. It will additionally be supported by a range of digital and social media activity. 

The channels were specifically selected for their ability to strike a balance between reach and personalisation, as well as to carve out a unique identity for the brand. Radio, in particular, was chosen as a channel typically under-utilised by Mettle’s competitors. Through the use of audio, the campaign aims to build familiarity and trust among the SMEs. Dynamic creative – tailored by the time of day and location – will enhance the messaging and add a personal touch. 

Kate Thunnissen, CMO of NatWest Boxed and who oversees Mettle marketing, commented: “We believe that small business owners are the backbone of the economy, and we are committed to supporting them every step of the way. This campaign celebrates the passion, drive and determination of these entrepreneurs. Mettle is here for small business owners as they rock their way to success.”

Dave Billing, ECD at Fold7, commented: “This visceral film heroes the rockstars of our economy. They are out there smashing it every day and this mould-breaking banking campaign takes that thought and turns it up to 11. To capture that energy, we didn’t want to create a pastiche, but an accurate and loving homage to the genre with a team of people who do this stuff for real.”

Louise Temperley, General Manager, Wavemaker Select, added: “Now more than ever, it’s vital that we support UK SME’s. They’re an engine of growth in our economy, driving innovation and greater productivity, finding solutions and creating jobs. We knew our role was to amplify that message loud and clear. Quite literally.”