Bank of Queensland (BOQ): Smashing targets with the Owner-Manager story
Agency: Junior
Advertiser: Bank of Queensland (BOQ)
Author: Russ Vine, Greg Abbey, Jacinta Crabtree
Total Campaign Expenditure: $2-5 million
STRATEGIC COMMUNICATIONS CHALLENGE
Imagine for a second being Bank of Queensland in January 2010. You are one of Australia's smaller, lesser-known banks and you're coming off the back of the GFC. You have some hopes and aspirations that your marketing activity could somehow unlock increased consumer interest and market share. But in your heart of hearts, you know it looks like just another year of hard graft...