Bank of Queensland champions locals in first work in seven years
Marking its 150th anniversary in 2024, the Bank of Queensland (BOQ) has launched its first brand campaign in several years, via its in-house creative agency, The Inside Job.
Heroing its people, customers and community, the new brand platform, ‘The Human Kind of Bank’, leverages BOQ’s commitment to being local and aims to show its genuine approach to customer service.
According to the brand, approximately 85% of BOQ branches are owner-managed, meaning they operate like small businesses.
“Leveraging BOQ’s strong owner-manager proposition, the brand was inspired to use almost unbelievably true stories to demonstrate how far BOQ goes for its customers, and how this defines us as ‘The Human Kind of Bank’,” said Mark Hunter, chief customer officer at BOQ Group.
“The campaign also encapsulates community and human connections – something that sets BOQ apart.
“The TV spots use a diverse mix of characters and locations synonymous with Queensland to resonate with our key segments and the Queensland demographic.”
The campaign is concentrated in Queensland to hit the brands target audience.
Hunter said: “By concentrating the campaign in Queensland, we’re doubling down on our commitment to Queenslanders to remind them that we’re a born and bred business that’s been committed to the community for 150 years.”
The campaign will run until August, across TV, OOH, radio, YouTube, BVOD, cinema, Spotify, digital and social.
Credits:
Client: Bank of Queensland Group
Chief customer officer: Mark Hunter
General manager, retail marketing: Melody Townsend
Head of brand & advertising: Stephen Thompson
Head of retail marketing: Imogen Thorn
Head of digital marketing: Andy Clifford
Brand manager: Phoebe Duke
Creative agency: BOQ Group’s The Inside Job
Creative lead: Mick Bakos
Brand design lead: Maddison Steendam
Senior copywriter: Leah Dunkley
Account manager: Samantha Yerolemis
Multimedia designer: Harlan Alston
Production
Production company: Taxi Film Production
Director: Siobhan Mulready
Production company producer: Imogen Faith
Senior producer: Zaylee Saydam
Executive producer cutting edge: Trelise Blade
Sound production: Bang Bang Studios
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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