BOQ shares the love

BOQ shares the love

A new branding campaign for BOQ has launched this week – “It’s possible to love a bank”.

B&T Magazine
Posted by B&T Magazine

BWM worked with BOQ to develop the re-brand, and the agency is behind a series of cartoon-style commercials for BOQ, which will screen at cinemas across Australia.

Toby McKinnon, BOQ’s head of brand and marketing, said: “Our brand has lacked strong meaning, so we wanted to refresh it to remind consumers about the BOQ difference.

“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.”

Rob Belgiovane, executive creative director at BWM, said: “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.”

http://www.youtube.com/watch?v=bLhSFgsCuuQ

http://www.youtube.com/watch?v=moESAV0qe5M

http://www.youtube.com/watch?v=8sSvM0lYGK8

http://www.youtube.com/watch?v=SD6dhgSyHYE

Credits:

Client: BOQ; head of brand and marketing: Toby McKinnon; agency: BWM; ECD: Rob Belgiovane