AMP Bank GO today unveils its new campaign, “Taking care of mini business,” with an integrated above-the-line campaign which targets a relatively forgotten and underserviced part of the market – the mini rather than small businesses of Australia.
Mini business – Australia’s vibrant but overlooked segment
The campaign puts the spotlight on “mini businesses” – people with genuinely small businesses. This includes solopreneurs with owner-operated ventures, side-hustlers, and those with up to 4 employees, often referred to as ‘micro’ businesses.
Australia has 2.4 million mini business owners spanning sole traders and businesses withup to 4 employees, representing 88.5% of total businesses1.
Creative strategy meets real-world relevance
Business owners are the ultimate multitaskers. They hustle day-in-day-out to keep their businesses moving – which is what AMP Bank GO’s proposition is being built around.
The campaign’s creative direction leans into the diversity of mini businesses from UX designers and photographers to tradies, hairdressers and carers celebrating their ingenuity and drive. The messaging is designed to resonate with a segment that often blurs the line between mixing business with personal life.
Designed in partnership with creative firm JOY. and media agency Avenue C, the campaign marks the first national moment for AMP Bank GO since the banking app’s public launch in February this year.
AMP Bank GO’s new creative territory will be launched via a high-reach, high-frequency campaign across OOH, digital, and a NOVA Entertainment partnership, targeting Sydney-based mini-businesses, being the most penetrated state. This will be supported by a nationwide online campaign, ensuring broader reach and reinforcing AMP Bank GO’s commitment to serving Australia’s evolving mini business segment.
The campaign invites mini-business owners to experience AMP Bank GO – a mobile-first solution designed for the fluid, fast-paced nature of managing both business and personal banking on-the-go.