Beyond the Transaction: Relationship-Led Banking
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”.
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.
Support You Can Bank On
Bank of Queensland leveraged Nine’s trusted, local community news brands to enhance brand perception with small business owners.
How did we bring this to life?
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 data-led targeting maximised content relevance for audiences.
Burst 1: June – September
Nine’s Powered Studios produced five 30” TVCs covering finance topics tailored for Queenslanders. TVC content was rooted in conversations between local talent, Tim Horan or Sofie Formica, with Bank of Queensland representatives who provided authentic expertise.
The campaign was deployed across metro and regional TV alongside a 9News Finance Bulletin sponsorship. The integration featured 1xTVC transitioning into a Bank of Queensland billboard into a 9News finance update.
To ensure cross-platform scale, TVC cutdowns were amplified on 9Now and Nine Publishing sites.
The campaign’s regional footprint spread further with a WIN News partnership, consisting of Bank Queensland billboards, bespoke editorial pieces and WIN social amplification.
An audio vignette extended the narrative to Nine Audio, ensuring the campaign reached Queensland business owners and decision makers across Nine’s total ecosystem.
Burst 2: September – November
Upon the success of Burst 1, Bank of Queensland extended the 9News Finance Sponsorship and GE campaign for an additional 12 weeks.
+18pp
increase in brand familiarity
+32pp
increase in consideration
+7pp
increase in brand trust
3x
increase in new customer conversion
Source PMX Research Brand Uplift Study 2025
“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
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