Campaign details
Brand: BMO (Bank of Montreal)Brand owner: Bank of MontrealEntrant company: UM TorontoIdea creation: UM Toronto / FCB TorontoMedia: UM Canada, Reprise Media, TorontoMarket: CanadaSector: Credit cards & loansMedia channels: Content marketing, Outdoor, out-of-home, Search marketing, Social media, Television, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
Making a genuine connection between socially-conscious millennials and conservative banking institutions in Canada has long been a struggle. Many millennials feel that their real lives and values are excluded from the traditional banking...