BOQ unveils BWM-masterminded rebrand
BWM’s first creative work for new client Bank Of Queensland has been unveiled as the bank kicks off a rebrand.
The campaign – which will run in cinemas – features four animated characters. The campaign attempts to position the bank as an independent Australian bank that is a genuine alternative to the big multinationals. The message of the ads is “It is possible to love a bank”.
Animated characters including a middle-aged male Cupid, a Deerhunter and an highly talkative customer highlight loveable experiences that relate to the bank.
BWM won the account in December.
In another 30 second ad a man with a strong Scottish accent talks to a BOQ employee about his kids, shows her his tattoo, writes down a recipe for her and says “you’re a great listener for a bank”. While a shorter 16 second simply shows a man walking into the bank and is recognised by the teller, stating, “at last a bank with face recognition technology”.
Toby McKinnon, BOQ’s head of brand and marketing, who was also appointed in December, said the brand refresh will be backed by BOQ’s business model, service reputation and staff. “This isn’t just a tagline — it’s an inside-out rebrand that involves a whole new way of behaving as an organisation, building on what we do well and changing how the bank operates internally, right down to the systems and processes we use,” McKinnon said in a press release.
“Customers experience our brand through our employees, our products and services, and they will decide whether they love us based on the service we provide and the relationships we build. What we’re building here is a culture where employees are empowered to make all aspects of banking better. Our internal launch has been strongly supported, which is a crucial part of our direction.”
Seriously? There are 0 real benefits and no clues as to how BOQ is actually different. Poor version of big bank advertising.
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They aren’t a big bank?
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BOQ has always been different. Try calling a big bank and being able to talk to the Manager direct… Good Luck!
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Yep that’s the owner/manager thing which is very different vs the big banks and has been for a long time. But this campiaign looks to be a bit airy fairy and doesn’t say much at all really. Hope there’s plenty more to come as it falls pretty flat so far and can’t see this loose ad promise working for consumers.
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Well it worked on me. Big tick to BWM.
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@Bang Outta Love – did you watch the ads? ‘A Bank that listens’ is a benefit isn’t it?
I think these are different for a bank. However I do think going down the animation track they could have been a bit more humourous. The scottish one is but the others – a little dull.
It’s good that the marketing manager said the changes are inside out because without the staff 100% onboard – no one will be loving their bank.
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1. BOQ are a Bank
2. They are a small bank not a big one
3. Go to a BOQ and see the difference
4. Their branches are owner managed
James
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BOQ is a fraction of the size of the “big four” and have an owner manager model where branch managers are effectively small business managers themselves. You just have to walk through the door to understand how they are different. They genuinely care whereas the employees of the majors just pretend.
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The benefits are clear – they spend time listening, they know you personally, they have a relationship with their customers… are you watching the same ads as the rest of us? I think these are great – and they’re built on a truth about how BOQ operates with its franchise model. And they’re lovely down-to-earth ads, not like the big bank hyperbole out there. Maybe it is possible to love a bank. I love these ads.
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Reading this thread, I agree that the core difference is based on owner managers / franchise model. However this little nugget gets danced around and doesn’t get a mention in any of the ads. But there’s plenty of bland generic stuff tossed around!
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I have no problem with the ads. I have no doubt that the branch staff are wonderful and friendly.
However, when you run into basic financial trouble and you need BOQ, they will not be there for you in most cases.
Today I received an email from the head of media at BOQ stating that they are satisfied if the majority of complaints are resolved. Lets hope you are not in the minority.
I wonder what the talented guys at BWM would think if they actually knew how the bank really behave behind the scenes. 🙂
The Arbitrator
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Is anyone ever going to love a bank? Respect, trust, collaborate are more the type of sentiment id be aiming for if i was a bank. More like a mate-ship than a romance.
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You want to ‘love’ a bank as much as you ‘love’ an airline pilot … ultimately what is more preferential is that they are competent, cool in a crisis and are looking out for your best interests. It’s the same with anything that is deemed important for peoples lives – from banking to utilities, mobile phone etc etc. No point loving the brand and its personality if they can’t deliver you what you need when it counts.
What is it with ad agencies and this thinking that consumers have to ‘love’ brands. Kevin Roberts made this popular almost 10 years ago and I’d say even he has tired of the ide.
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People are much more likely to love Tim Tams (who are also using this strategy now), their Ferrari or their Macbook. Not their bank.
Marketers need to be very aware of how much consumers actually care about their brands. In most cases it’s about 99% less than they do.
I hope for BOQ’s sake that people do love the bank, otherwise this is way off.
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I like the creative interpretation of what seems to be a flawed brief – marketers need to take responsibility for the propositions executed. Or head the Agency’s advice and lead with true points of difference i.e. owner-manager model. I can only presume that is what the strategic team at BWM went into bat for.
You can’t shine a turd. But this is a fantastic attempt.
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BOQ trying out the new marketing campaign on a disaffected customer. It’s a great video. 🙂 I feel sorry for the security guard, as he seemed really nice.
https://www.youtube.com/watch?v=v-1T80zH37o
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