Metro Bank Sponsored By You: Championing Women in Cricket and in Business

The Brief

Engage Metro Bank’s SME audience, by leveraging the ECB partnership and role as official Champion of Women’s and Girls’ Cricket. Metro Bank wanted to demonstrate how cricket can be used to lift individuals, creative role models, and inspire women, both on the cricket pitch, and in business. 

Campaign Execution

Research shows that women are 55% more likely to cite fear of going it alone as a primary reason for not starting a business. However, when they see others’ success, they are inspired to do the same. This insight underpins Metro Bank’s Sponsored By You campaign which aims to specifically celebrate and promote female-led businesses leading the way in their communities.

Leveraging Metro Bank’s contractual rights and network of SME’s around the UK,we celebrated the impact of these female leaders by offering three female founders, who are also Metro Bank customers, micro sponsorships across three international fixtures this summer in Bristol, Southampton and Brighton.

Across 3 stills shoots, 4 video content shoots and one cricket match, we captured each founder’s unique story for use across Metro Bank digital, paid and owned social and ECB channels. 

Results 

Leveraging Metro Bank's partnership rights, we secured great visibility for both Metro Bank and our selected female SME owners by showcasing hero creative across England Women’s Internal fixtures and across Metro Bank store fronts.

This activation, a now longer term always-on activity act as a proof point of the banks ongoing investment in supporting Women In Business, taking a more relationship approach to banking and overall commitment to building better communities.