SEB has traditionally been seen as a bank for big business. But most companies start out small, so SEB wanted to move into the small business market. The bank bundled together a number of existing products and services relevant for the very smallest of these businesses (sole traders) into a package offered free of charge the first year. But the question remained: how could the bank speak with credibility to this new market segment and make businesses sign up for the package?

We developed a campaign based around the idea of the flip side of the freedom of sole traders – the loneliness. We created an office party format exclusively for them where they could network, meet bank staff, listen to speakers and learn more about the offering. Every SEB branch was encouraged to host these parties with the help of a one-man office party kit. A mailer was sent out with an invitation. A campaign web site with a film showing a man having discussions with himself in his double capacity of business-owner and family man.

The target result was exceeded by 200%. More than half of all SEB branches hosted their own office parties nationwide. The product was also named Small Business Product of the Year by leading financial monthly Privata Affärer.