A new branding campaign for BOQ has launched this week – “It’s possible to love a bank”.
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.”
Client: BOQ; head of brand and marketing: Toby McKinnon; agency: BWM; ECD: Rob Belgiovane