Case Study

A high-energy campaign

RBS/NatWest

RBS/NatWest commissioned Progressive Content to deliver a hard-hitting message to SMEs and their advisors that the bank was leading the way in energy efficiency. The campaign brought together senior politicians and business leaders.

The Challenge

RBS/NatWest asked Progressive Content to generate thought-provoking content on key themes, including renewable energy. The purpose was to help the bank meet specific objectives and messaging around its renewable energy fund, offering specialist advice to UK SMEs and positioning it as a leader in sector expertise.

Our Solution

Progressive Content developed a campaign discussing the opportunities and challenges surrounding renewable energy for UK SMEs. Business leaders and high-profile politicians took part in roundtable events, generating content that was valued by SMEs.

The campaign kicked off with a roundtable attended by energy secretary, Ed Davey and business leaders. Long and short-form content was published in economia and New Statesman, across print, digital and social platforms. This editorial content was supported by relevant, full-page advertising.

Content was also hosted on NatWest/RBS sites. These carried the full version of the roundtable, along with 13 videos filmed on the day. The content featured in the economia Sevendays email, circulated to an audience of 29,000. The New Statesman also included it in an email, sent to 18,000 subscribers.

There was a follow-up interview with Caroline Flint, the shadow energy minister. We ran a teaser campaign for this follow-up online and across social media, with an interview on energy issues and SMEs published in economia and New Statesman.

Results

RBS/NatWest met its renewable energy fund communication objectives and strengthened perception as sector experts.