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.
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.
Many campaigns that target small business operators prey on their perceived problems and vulnerabilities—too little time, not enough resources, juggling issues etc. The strategy for this campaign went decidedly against the grain and took a more positive and aspirational approach. We commended the small business sector for all the great things they’re already doing, and weaved in a message that Business Queensland was on hand to help them reach their next goals and make their businesses even more rewarding.
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.
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.
"Authenticity and relevance anchored our creative approach, allowing us to build a campaign centred on aspiration and enhance an emotional connection to the message."