Bank of Queensland.
Bank of Queensland (BOQ) is celebrating Queenslander identity with a locally inspired creative platform in a campaign via Kill Boring Dead.
The campaign, The Ultimate Queenslander, is a TikTok-first content series.
The content series spans three key pillars: Money Talks, A True Queenslander and Timely Issues, with monthly vox pop-style videos rolling out across TikTok.
Kill Boring Dead founder and CEO Marcus Willis, said the campaign was designed to feel unmistakably Queensland.
“Other corporations talk to young Australians. BOQ wanted to talk with young Queenslanders in a voice they recognise, on the platforms they actually live on, about the small, specific, often very funny things that only make sense if you grew up there,” said Willis.
“This is exactly the kind of work that KBD’s team gets out of bed for. It’s a brave, simple idea that backs local identity over corporate polish, shows the power of connecting with people in a way that’s genuine, familiar and true to who they are."
The initial phase of the campaign launched in June as part of a rolling content series, with content amplified via paid social and performance reporting delivered by Performics.
BOQ Group social media manager, Chris Wilson, said the campaign represented a new approach for the Bank to engage younger audiences.
“We wanted to create social content that Queenslanders would genuinely want to watch, share and be part of, rather than content that felt like advertising interrupting their feed,” Wilson said.
“KBD immediately understood that authenticity and cultural relevance were going to matter more than polished brand messaging. The Ultimate Queenslander series gives us a platform to show up in a way that feels local, entertaining and genuinely connected to the communities we serve.”
Credit list
Bank of Queensland
Chris Wilson — Social Media Manager
Genevieve Brown — Brand, Social & Content Lead
Phoebe Duke — Senior Manager - Group Brand, Social & Sponsorships
Kill Boring Dead
Marcus Willis — Director & Co-Founder
Jackson Springer — Head of Brand & Co-Founder
Shanice Leung — Experience Lead
Rosie Brown — Head of Strategy
Ainslee Baruhas— Head of Client Partnerships
Rav Bouckaert — Integrated Producer
Michaela Caione & Caitlin Adams — Account Director
Jess Jones — Senior Account Manager
Joey Do — Content Producer
Veronica Chiongbian — Social Media Executive
JM - Media Manager
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