Helping small businesses go to the next level
Business Queensland is the customer-facing brand operating under the Department of Employment, Small Business and Training (DESBT). There are over 450,000 small businesses in Queensland—they are the real engine room of our economy. Many of these small business operators are not aware that they can access various types of support, information and resources from Business Queensland. Enter New Word Order with an aspirational campaign concept to help them go next level.
Challenge
Our challenge was to connect with small business owners in a compelling way and show them how Business Queensland could assist them in practical and valuable ways. We needed to clearly position Business Queensland as a conduit for business improvement. There was also a strong requirement to reach female, First Nations, and culturally and linguistically diverse (CALD) audiences.
The spark
Many campaigns targeting small business operators focus on their perceived problems and vulnerabilities—too little time, limited resources, and the constant challenge of juggling competing priorities. This campaign deliberately went against the grain, taking a more positive and aspirational approach.
Go next level.
Rather than highlighting obstacles, we encouraged small business owners to "Go next level", recognising and celebrating the great work they were already doing. We then wove in the message that Business Queensland was there to support them in achieving their next goals, helping make their businesses even more successful and rewarding.
Creative
Authenticity and relevance anchored our creative approach. We highlighted several important Queensland industries in the creative while representing a number of target audience groups. The crux of the creative, however, was showing how businesses could go from one level to the next. This creative focus allowed us to build a campaign centred on aspiration and enhance an emotional connection to the message.
Outcome
The campaign, featuring a mix of online videos, digital banners and local radio, has high production values designed to achieve maximum cut through. The use of iconic imagery and dynamic sound/music creates immediate impact through every execution and engagement.