Bank of Queensland launches new ‘It’s possible to love a bank’ rebranding campaign via BWM
BOQ has come out this week challenging financial industry norms with new branding – “It’s possible to love a bank” via agency of record, BWM.
Toby McKinnon, BOQ’s head of brand and marketing, said the brand refresh was an important strategic step for the Bank.
Says McKinnon: “Our brand has lacked strong meaning so we wanted to refresh it to remind consumers about the BOQ difference.
“We already score highly on personal service and likeability metrics, now it’s time to build on this.”
McKinnon said BOQ’s business model, service reputation and people would make the brand aspiration a reality.
Says McKinnon: “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.
“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.”
McKinnon said many of Australia’s smaller banks were actually owned by the Big 4, which
contributed to a misleading impression of choice.
Says McKinnon: “BOQ is completely independent so we offer customers a genuine alternative. We’re not selling lofty dreams or aspirations, nor promising that we always can. What we’re telling Australians is that we believe it’s possible to love a bank, and we want them to come and experience it for themselves.”
BOQ worked closely with BWM to develop its new positioning. BWM then developed advertising to declare it to the world. The ads feature hand-crafted design and illustration, using animation in film, all packaged together with the new tagline.
Says Rob Belgiovane, executive creative director of BWM: “We had such a strong and different brand truth and message that after the discovery phase, the ideas flowed. If anything, we had too many.
“But as we’ve always said about our relationship with BOQ, we’re in it for the long-haul, it’s not a sprint. This is just the start of many great campaigns and initiatives that will get Australians talking about BOQ.”
To develop this creative solution, BWM researched BOQ and its customers, and discovered not only did their customers already love BOQ, but their staff operated differently from the other banks.
The brief was ‘let’s tell other people who haven’t experienced BOQ about this type of ‘lovable’
banking’, and include staff as a key part of that.
BWM – agency
Rob Belgiovane – Executive Creative Director
Sean Lavery – Writer
Kevin Macnamara – Art Director
Abby Hunt – Head of On-Screen
Yvette Colegrave – Onscreen Producer
Jamie Mackay – Head of Planning
Muna Nageh – Group Business Director
BOQ – client
Toby McKinnon – Head of Brand & Marketing
Pam Morton – Senior Marketing Manager
Kathryn Best – Marketing Manager
Bird Box Studio (animation house)
Ant Blades – Director
Myf Hopkins – Producer
Post Production:
BWM Post Production
Sound Post Production:
Ralph van Dijk – Audio specialist, Eardrum
Miles Lowe and Simon Kane – SongZu
27 Comments
This is why people who don’t work in advertising don’t trust advertising. What utter nonsense Rob, and Mr Client. Advertising people fall in love with what they think is a sliver of insight and then fall into the biggest trap of all – believing your own bullshit. And then building a campaign around it. Nobody can or will love a bank. Never, ever. That’s just crazy talk. And there’s nothing in this work that offers a shred of support for the proposition anyway. It’s all been said before by banks who are hated. Sorry to burst your bubble.
the 4th spot is obviously a bit of Local Area Marketing for the Ipswich Branch….where the men are men and the deers are scared…
Well said Old CD. There’s not an ounce of credibility or believability. Just another bank ad campaign built for an internal audience yet with no real benefits and little value to consumers. Very ordinary indeed.
… the idea of it being possible to love a bank.
It’s possible to love a bank… but only if you’re the CEOOO,OOO
I like these. Nice art direction and tone for a financial institution. But they actually went too far. They stretched credibility to breaking point with ‘it’s possible to love a bank’. How about starting with ‘It’s possible to not hate a bank’ or taking us out for 3 beers and a Chinese meal rather than going straight to trying to cop a feel?
Utter garbage
to CD guy – you obviously hate banks because u dont know how to “bank” properly.
I am with BOQ because manytimes over i have been rubbed the wrong way by the others and this bank really does – Well “CARE” , mayeb you should give them a go or are u one of those customers that dont understand how to work your accounts to your advantage and always go into arrears?
P.S – your minor view wont change my whole familys view. ex NAB long term BOQ!
pps – ROB your great dont listen to senile people anyways!
Even if it was possible to love a bank it is unlikely that it would be one with the name of another State. Skip the love I say, be like the other banks and just screw.
Yea, i agree with the comments of ‘taking it too far’.
It’s simply not possible to love a bank…to even ‘like’ a bank, first, BOQ needs to support the claim with real actions, such as passing on full quater points or every reduction of interest rate or maybe even with a guarantee that BOQ offers the best savings rate, etc.
This is obviously a strategy of an attempt to paint the bad guy/guys(4 big banks) while introducing the hero after….but not believable.
So it’s a fail for me.
Also – what on earth is going on with their website? – http://www.boq.com.au/
I guess you can love anything given a good reason even a bank its just a lot harder with a bank.
So give me some reasons to love you and they better be bloody good other wise the Old Creative guy is right just empty bullshit by.another bank and ad agency.
To ‘consumer’ @ 4:23;
I’m not talking about my personal banking experience. I’m talking the broad principle of credibility in marketing, which is something that seems to escape you, as does even the most basic grasp of literacy.
If I was talking from a personal perspective, as a very substantial shareholder in all 4 major banks I’d be pretty happy with the rise in capital value, particularly over the past year, and the strong fully-franked (tax-paid) dividends that support my indolent lifestyle. That, my friend, is ‘banking properly’.
Maybe people do love BOQ. Surely the agency wouldn’t have gone there unless there was plenty of evidence. The ads are cute and mildly funny, more likeable than most other bank ads, but ads are not enough. Unless BOQ truly stand up and deliver then it’s complete brand fluff. Marketing rhetoric like this just invites criticism, particularly in our tall poppy culture. It’ll be interesting to see how it goes on social media.
These ads are great. Surely that’s what we’re in the business of doing – good advertising? I don’t bank with bank of queensland but I do know someone who does, and they’ve told me before that they’re good to bank with. Does that mean their customers believe its possible to love a bank. that makes this a truth. And unless you’ve experienced them you really can’t say otherwise. Also, it’s very possible to love a bank – first direct is very loved in the UK. And if you can love a football team or your new watch, then why not the institution that lends you money to buy your home? The nay sayers on here are cynical – and jealous old hacks I reckon.
These are great commercials for a brand that needed to be moved along. I for one will be checking bank of queensland out to see if they do come up with the goods. Anything is better than westpac and cba. let’s give them a chance.
‘It’s possible to love a bank’ – obviously, for the people who aren’t smelling their own farts, it started in a really bad place. Art direction doesn’t save it either, although it’s nice.
But seriously? Go smell you own farts you cug smunts.
I really hope the behind-the-scenes video is not a cannes case study.
Waste of f-ing money.
Are any of you BOQ customers? Otherwise you’d get this. Maybe you should change your bank to BOQ, you might feel a bit more cheerful.
The ads are great. The guys at BWM come across well in the video, and it is interesting to see the intention behind the commercials. Not sure what all the fuss is about though. Compared to other banks and to other advertising out there, I’d say this bank and these ads are doing pretty well. Helluvalot better than the competition.
But most importantly, it is causing a lot of debate. Which I’m sure was the intention. Job well done BWM. Good work.
Old CD Guy – everything you say is garbage and lies. Everyone knows you’re not a “very substantial shareholder” in the big four. You wouldn’t be wasting your time ranting if you were. You’re a dried up old creative who’s so eaten up with your own self-hate that you want to sabotage other people’s work.
It’s interesting the only BOQ customer amongst us gets this and believes it.
Maybe you should get your facts right before you put the boot in, ey? BOQ customers think the bank cares. So it IS possible to love a bank then!
Senile is right! On day release from the local institution.
Good work BOQ and BWM. And nice to see some well-crafted animation.
@Alison love your impression of an hysterical harpie, your gross assumption of facts, your psychological profile of anyone who disagrees with you, and your idiotic logic. Are you on day release, or just in advertising at BWM?
Well this has certainly sparked a debate. This seems nice http://www.frasercoastchronicle.com.au/news/kind-acts-to-build-bank/1891500/
Where’s the evidence BOQ.
Why should we love you?
Your ads are nice enough to look at but lack credibility and substance.
Tell me why and I might tolerate you enough to pick you, but love? Come one!
That said, you’re no worse than some others:
The St George kid in the dragon suit is as cute as a button prancing under a sea of over promising that we’ve become too wise to buy into.
Happy banking made customers anything but happy.
Westpac… well, they’re just forgettable…
Suncorp is no more genuine than others.
Commbank while sometimes insightful pretend to care…
ANZ ? Simon Baker. Why dear lord why?
Poo through and through…
Did anyone see the link I added above.It’s got some stuff the staff are doing to be more helpful and loveable. Lots of it going on if you go to their social page too.
To all the haters (in particular Old CD Guy), sounds like you’d prefer to “love a wank” than love a bank as you’re a bunch of tossers!
From what I can see, BOQ’s business model is based on making the banking experience personal (as they’re franchised) and not seeing customers just as numbers! You might not love banks, but they’re attempting to create a pleasant banking experience, and I applaud them for that.
From a agency perspective, Mr Belgiovanni has 100% succeeded in attempting to “get Australians talking about BOQ!” Isn’t it funny how you’ve actually contributed to that and making his case for him? Don’t you feel like a right dickhead now? LOL
So the bank is the one to love, and yet it can’t get the website right on the day? And it is still left with the old site, new site nowhere to be found. How is the love to the IT team right now?
Seems like new management is just as bad as the old. Like the last campaign, this one is more BS from the little bank that could (but can’t)… Nice try. Fail!
I am a BOQ customer of several years and I hate the fucking place.
If you want anything from them be prepared to pay, they charge for everything.
Also their websites broken
Idiots