Bank of Queensland (BOQ): Smashing targets with the Owner-Manager story

For this rebranding campaign, a small Australian financial services firm changed its name from Bank of Queensland to BOQ and also launched a new visual image and logo.

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...

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