The situation

NCB in collaboration with USAID and the Development Bank of Jamaica created an instrument through which SMEs with little to no collateral could access funding to grow their businesses. How do we simplify the message and connect with SMEs?

The solution

I crafted a concise and impactful message, leveraging the context of the pandemic to create a sense of urgency. The angle was not just about growing your business but now also about safeguarding it for the future. The TVC showcased authenticity, featuring a direct message from the CEO. He highlighted the initiative as an integral part of the bank’s commitment to supporting Jamaican entrepreneurs. The TVC concluded with a compelling closing line, resonating with viewers: “Life may have been interrupted, but your business plans don’t have to be.” This push was also supported by a robust direct marketing campaign, as well as OOH signage, radio, pamphlets/flyers, press and heavy PR.