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Creative Advertising Agency - Fold7 launch Mettle 'The Charge' Campaign.
Natwest Mettle The Charge Advertising Campaign | Fold7
Natwest Mettle The Charge
Click and Drag


The Charge


  • Advertising
  • Strategy
  • Social


The Context
NatWest’s challenger bank, Mettle wanted to take on the neo banks to redefine business banking. It believed that banking for small businesses has to be better; anyone should have the opportunity to start a business, without fear or the stress of not knowing how to manage their finances.
The Opportunity
Our brief was all about building awareness and consideration of the Mettle brand. Ultimately, to drive app downloads with sole traders, freelancers, contractors who have or are thinking about becoming self-employed, and for them to turn into active and engaged customers.

We uncovered the insight that business as usual was a thing of the past. The self-starter movement wasn't just about London hipsters opening niche soap shops – it included everyone, everywhere.

No two self-starters were exactly the same. But the one thing they had in common was motivation succeed.

The new 30” spot features an army of sole-traders, freelancers and side-hustlers charging forward to start their own thing on their own terms – including two of Mettle’s own customers.

As more and more Brits take the leap and turn what they love into a source of income, the voice-over offers a rallying call to self-starters to join the 5 million British adults who are already part of the “Passion Economy.”

Mettle calls on everyone who might be thinking “one job, one thing, one 9-5 – is a thing of the past” to step up and launch their own business.


Increase in app store visits


Uplift in Mettle brand term searches


Uplift in people coming directly to the website


Increase in website engagement

“With more people turning their passion into their livelihood and working for themselves, Fold7 beautifully captured the spirit of this movement. Helping us give people the confidence to do what they love.”

Polly Western, Head of Brand, mettle