Engine rebrands QTCU as QT Mutual Bank with new 'cleverer than the banks' positioning

buy a bank.jpgThis week Engine launched the rebranding of Queensland Teachers' Credit Union as QT Mutual Bank (Queensland's first mutual bank under the Federal Government's new banking reforms) following an extensive above the line and social media unbranded teaser campaign to introduce the new positioning of 'clevererer than the banks'. 

The social media teaser included 2 x 15 sec TVC spots, outdoor and Facebook engagement ads, together with a media relations campaign all pushing traffic to the Facebook page.

The page received over 1,000 likes, over 3,000 visitors and enjoyed over 40,000 post views. 

The campaign vernacular is already proving a hit with people creating their own 'erer' language.  The teaser campaign ran for a 3 week period where QTMB's identity was revealed via the posting of the first 45 sec TV episode on the Clevererer Facebook page.

The integrated brand campaign is spearheaded by 3 x 45 sec TVCs and is supported by digital, outdoor, press, brand activation, collateral, community relations and DM activity.  The campaign runs throughout Queensland over the next couple of months, backed by a million dollar spend.  The first TV episode invites Queenslandererers to become a bank ownererer.
The brand has been built around the brand truth that QTMB really is a smarter way to bank and heroes the concept of members
owning the bank rather than the bank owning them. 

The teaser campaign was an integral component in the launch strategy to ensure that the new QTMB brand wasn't seen as just another bank.  As a mutual bank, QT Mutual Bank, is owned solely by its individual customers. Profits are reinvested into improving the range of financial products and services for members, making fees fairer, offering better rates, and introducing innovative product ideas.
Says Tim Weger, Engine managing director: "We love working with brave challenger brands.  QTMB are passionate about shaking things up in the banking space and snaring market share from the big 4.  We're equally passionate about helping them realise this goal."
QTMB marketing manager, Chris Moses says:  "As a challenger brand, it was important for us to deliver a campaign that had cut through, given we don't have the large budgets and media frequency afforded by the big banks. The brief was challenging as we had to introduce our new brand, and also the new category of mutual banking. We were confident Engine could produce the big idea we needed, and they delivered, in a very tight time frame."
QTMB appointed Engine earlier in the year as their full service creative communications agency following an agency review, but without formal pitch.  The brand launch campaign will be supported by tactical campaigns in the months to come.
Creative Agency: Engine Group
Creative Director - Shane Murray
Senior Art Director - Kory Mcavoy
Managing Director - Tim Weger
Client Services Director - Dan Adler
PR & Brand Activation Account Manager - Sophie Love
Account Manager - Tara Butterwick
Production: Blacklab International
Director: Grant Marshall
Producer: Imogen Dick
Post Production: Cutting Edge
Media Agency: Mediacom Brisbane

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