BOQ launches its biggest ever brand campaign this Saturday via CHE and 12:20
BOQ will launch the biggest brand campaign in its 136 year history tomorrow, developed by 12:20 and CHE. The campaign will roll outacross TV, press, outdoor, radio, online and POS. The first TV adfeaturing managing director and CEO David Liddy will appear on Sundaynight, followed by a series of true stories with local owner-managersand their customers.
In announcing the campaign, BOQ Group Executive People and CorporateServices, Daniel Musson said: “The external brand launch is theculmination of an 18 month inside out brand review, which was conductedby the Brand Council. This has resulted in a shift from Bank ofQueensland to BOQ and new positioning of ‘your own personal bank’, madepossible by our local Owner-Managers.
“Over the past decade, BOQ has expanded right across Australia with ourunique Owner-Managed Branch model. With the new brand, we will holdonto our strong heritage, but at the same time reflect our position asa more progressive and formidable national brand. Over time, we believethe big banks have conditioned people to expect less when it comes toservice. Banking has become more a facilitation than a serviceindustry. But at the same time, there are a lot of big claims out thereabout service and being different.”
41 Comments
This is appalling work.
How much did CHE charge for this?
atrocious.
doesn’t ‘bok’ mean ‘shit’ in turkish?
wheres the TVCs? Too appaling to not put up here I expect?
Another Australian bank advertising to its internal clients. Shame.
Jesus
No offence but he looks like the sort of banker you associate with causing the financial crisis – white, rich and a big arse tie.
The best work for BOQ was when they had the campaign/sloganyou ‘you can count on a Queenslander, by George Muskens and Greville Patterson’
ive heard clients say ‘make the logo bigger’, but struth…
that’s the guy from Trading Places yes?
How is it that the old logo says 2002-2011 but the new logo says 2010 and beyond. Are they allowing for a 12 month changeover because they don’t want to commit to the new one straight away?
This is good stuff, not hiding behind typical bank ads.
Great tagline, it’s the holy grail in banking if they cam pull it off.
Dead set he looks like a horse…
OMG!
Why?
oh my oh my – this logo ‘update’ is just plain awful… typeface doesn’t even line up with the yellow section… the creative director who signed off on this should be ashamed of themselves……. this brand is so iconic nowdays, they could of done away with the type altogether???
get aload of the fuckin massive tie – open neck collar would of been the way to go, not some banker stereotype
Unbelievably awful work. Everyone involved should be totally ashamed. An even worse idea was to post it on Campaign Brief.
In the absence of a good art dude / designer, get rid of that nice font they had and use helvetica.
Think the move to BOQ is a really good one, particularly outside of Queensland. Certainly not slick advertising but will probably work for them given the owner/manager, which is their main advantage over the major banks.
Hardly an iconic brand, I still don’t think they’re that well known. Saw some of the other ads with the customers, thought they were good and really stood out. Will be interesting to see how it plays out.
Why does it all look like it was art directed in 1991? Oh yeah. Queensland. Get it.
i saw the ad on tv.
’nuff said.
BOQ – very elegant. Sounds like a gas supply / concrete company.
Awful.
More important thing to look at is the repositioning away from different which was largely meaningless. How else are they going to stand out from the big boys? The idea of a personal bank will appeal to many given the typical bank bashing, but time will tell. Good to see someone taking a punt.
You all seem to assume the guy wearing a satin bed sheet around his neck is some model they’ve chosen. It’s the CEO. This is also the reason he’s in the ad. He’s the CEO.
If you’re short on an idea, stick the client in the ad. Sure fire way to get it sold.
I’m guessing Lynchy’s posting negative comments again now, hey?
So is it CHE or Clemenger BBDO or whatever they now call themselves and 12:20 who created this?
Owner mangers is a strong positioning, what an executional disaster.
BOQ?
Sounds like chicken to me.
‘Boq Boq Boq’ – actually that makes me hungry.
I might go get some KFC, but first I’d better pull some cash out at the NAB.
Looks like the bank manager’s shirt could use a 3 piece feed too.
The collar on it appears to have gotten hungry and devoured his neck.
WHAT A CROQ
Textbook stuff. Golden rule, in fact…
“If the client moans and sighs
Make his logo twice the size.
If he still should prove refractory
Show a picture of the factory.
But only in the direst cases
Should you show the clients’ faces.”
Fail. Where’s the factory?
How original, another big bank claiming that it is anything but. More over-cranked, smiley faces. More repetitive, bland vignettes. More strummity-strum, acoustic musac. All adding up to more interrupting wallpaper.
The press doesn’t do any better, in fact it’s just one big still from the TV with body-copy being taken word-for-word from the script. You need more than a ballpoint pen influenced typeface for the headline if you want to invoke personal service. And if you’re going to sign-off with a hand written font why not hand write them for real or at least spend a little time crafting the typography, now that would be personal service.
Maybe I’m being a bit harsh, maybe the rest of the campaign will be able to demonstrate genuine, interesting and personal insights, we’ll have to wait and see.
Owner Managers is a strong positioning in a bland category where advertising is based on nothing more than loose claims. I’m suprised with the amount of negativity given the ads I have seen have been with managers and their customers. To me, it’s quite a bold and unconventional campaign that will most likely appeal to the punters out there who are sick of big banks and managers leaving every 5 minutes. Not classical, clever advertising, but may well be effective.
There’s more to this than another bank focussing on the local bank manager as has been suggested. BOQ is a franshise system, so the local bank manager is a small business. The trick is to focus on the local managers and communicate why this is better, such as understanding your situation and not changing jobs every 5 minutes.
DanL,
The trick is to do it in a interesting way.
LISTEN EVERYBODY – BOQ HAVE BEEN ADVERTISING OWNER/MANAGERS FOR AT LEAST 4 YEARS. IT MAKES NOT ONE IOTA OF DIFFERENCE. ONE MEETING WITH AN ‘OWNER/MANAGER’ WILL SHOW YOU HOW BOQ IS THE SAME AS ANY OTHER BANK. DOES ANYONE THINK THE OWNER/MANAGER WILL APPROVE A LOAN FOR MORE THAN $10 WITHOUT HAVING TO ASK HQ FOR APPROVAL? IT’S A CROQ OF BOQ!
It’s great to see a brand stay true and really stand for something. And not just try to follow the latest fashion and roll out other supposedly ‘funny’ but largely meaningless ads like just about every other bank.
It’s actually very clever from BOQ. This latest ad blitz is not only intended to bring new customers but also find new OM’s for their failing model in NSW. After they closed 13 branches 5 other OM’s have walked out and the BOQ needs to replace them with new suckers. So it’s an attempt to kill 2 birds with one stone. I still say however that that is a big ass tie.
Credits on the TVC suggest this lame execution of a nice positioning was in fact not the work of CHE but the Brand Council, the ‘Brand Strategy’ agency with help from 12.20, the ‘Creative Shop’. About 2 too many different agencies in the mix here to generate quality work – everybody more concerned about watching their back and stroking bank egos to focus on the stuff that matters.
And when the work barks like a dog, then comes the pitch….