BANK OF QUEENSLAND
Bank of Queensland wanted to be part of the excitement of the Footy Grand finals across Brisbane, Sydney and Melbourne. To be a sponsor of the events is very costly and is already owned by other financial competitors. The Bank wanted to interact with the public and showcase their franchise model that puts a friendly face to the local branch. Bank of Queensland wanted the public to have fun with the brand, meet the branch managers and amplify this event across social media
Black Raven Media found high traffic locations across the 3 capital cities. We found a unique privately owned space on Caxton street and hired this before the Broncos v Cowboys home semi final. The area is located on Caxton street and is the last area you see before entering Suncorp Stadium. We then hired areas at Federation Square on AFL grand final day in Melbourne and an area at Circular Quay in Sydney on Grand Final day. Black Raven Media created a specially built footy passing game for the public to take part in. We included the Bank of Queensland staff by asking the public to take on the branch manager. We gave the manger 3 passes and recorded their score. We then gave the public a chance to beat the score giving them branded merchandise if they were successful. We provided a photobooth at the event and took an action shot of the public passing the ball. They were given a branded BOQ photo and were emailed a copy of the photo to share online.
The activation saw the BOQ brand associated with the hype and excitement of footy Finals in 3 cities. Thousands of people took part in the activation over the 3 days. The line ups at the events allowed the BOQ staff to meet the public and identify leads. The activation put a friendly face to the bank and allowed the public to have fun with the staff. The bank was successfully associated with the footy finals and did not have to pay the large sponsor costs. Black Raven Media found 3 high traffic locations that allowed us to activate on the key footy finals days with no issues from Football sponsors. The event was shared many times across social media and the BOQ staff reported they had many fun interactions with the public. Some of the Branch Managers also identified future leads for home loans and business loans.