In 2024, Bank of Queensland (BOQ) is celebrating 150 years of supporting the local community and helping Aussie’s reach their financial goals. The team took advantage of this milestone to tell their brand story to their customers, people and local communities through a newly developed and tested brand platform, ‘The Human Kind of Bank,’ and a brand refresh.

Also mindful of competitive market dynamics, the brand team focused on driving familiarity of their service proposition, emphasizing the fact that Owner-Managers are the heart and soul of the BOQ brand. Along the way, the team conducted focus groups with customers and spoke to branch staff. Stories about bank staff going the extra mile came up again and again and became a rich creative territory for the campaign. Moving through iconic Queensland locations that captured the diversity of the state and BOQ’s customers, characters shared the story of, “did you hear the one about the BOQ branch manager who…?”

The team has measured business impact meticulously. So far, the campaign has resulted in an increase in brand awareness, new business leads, social engagement and increased take up of some of BOQ’s core products.