The Brand
Bank of Queensland
The Media Owner
Nine
Background
Small business banking is wrapped in complexity and ambiguity. Trust must be earned. Without it you risk customer loyalty. Bank of Queensland needed to elevate relationship-led banking expertise, making them the partner of choice for Queensland business owners and decision makers, i.e. “The QLD bank for QLD’ers”.
The Challenge
BOQ needed to elevate awareness of its relationship banking expertise and become the preferred banking partner for Queensland business owners and decision-makers. At the same time, the brand sought to improve familiarity and consideration among key growth audiences across Queensland.
Bank of Queensland needed to establish awareness, consideration and familiarity with Queensland business owners and decision makers between the ages of 30 and 65, and drive growth with 18-55-year-olds in Brisbane, Townsville and Rockhampton.
The Objective
A regional-first approach, anchored in topical content and helpful advice delivered through dedicated WIN News editorial initiatives and custom “content capsules”.
Utilising local talent humanised expertise and dataled targeting maximised content relevance for audiences.
- Increase brand awareness, familiarity and consideration among Queensland business owners and decision-makers aged 30-65.
- Drive growth among 18-55-year-olds in Brisbane, Townsville and Rockhampton.
- Build trust and strengthen BOQ’s perception as a local banking partner that understands Queensland businesses.
The Audience
- Queensland business owners and business decision-makers aged 30-65.
- Growth audiences aged 18-55 across Brisbane, Townsville and Rockhampton.
The Solution
Support You Can Bank On
BOQ partnered with Nine to create a regional-first brand campaign that combined trusted journalism, local content and financial expertise.
The campaign used:
- 9News Finance Bulletin sponsorships
- WIN News partnerships
- Custom content capsules
- Nine Publishing amplification
- 9Now video distribution
- Nine Audio integrations
By placing BOQ within trusted local news environments and featuring recognised Queensland personalities alongside BOQ experts, the campaign positioned the bank as a credible and supportive financial partner.
“Partnering with Nine allowed us to authentically embed BOQ into the evening ritual of hundreds of thousands of Queenslanders tuning into the 6pm news. Aligning ourselves with reputable voices, we were able to drive consistent reach and in turn awareness, consideration and trust for the BOQ brand, in a way that wouldn’t have been possible through a traditional partnership.”
Phoebe Duke, Senior Manager – Brand, Social & Sponsorship – Bank of Queensland
The Timing + Campaign
Burst 1: June – September
An integrated, multi-platform partnership across:
- Five 30″ TVCs produced by Nine’s Powered Studios.
- Featured local personalities Tim Horan or Sofie Formica alongside BOQ representatives.
- Distributed across metro and regional TV alongside a 9News Finance Bulletin sponsorship
- Cross-platform TVC cutdowns amplified across 9Now and Nine Publishing sites WIN News and Nine Audio.
The investment focused on premium content creation, sponsorship integration and cross-platform amplification throughout Queensland..
A full Nine total Ecosystem Campaign.
Burst 2: September – November
Following the success of the initial campaign, BOQ extended the 9News Finance sponsorship and general entertainment campaign for a further 12 weeks.
The Results
The campaign delivered significant improvements across key brand metrics:
- +18 percentage points increase in brand familiarity
- +32 percentage points increase in consideration
- +7 percentage points increase in brand trust
- 3x increase in new customer conversion
