BMO (Bank of Montreal): Help Desk

Bank of Montreal (BMO), a Canadian investment bank, launched a campaign in Canada and the USA with a charismatic spokesperson to increase its digital presence and make the bank appear more approachable.

Campaign details

Brand: BMO (Bank of Montreal)Brand owner: BMOEntrant company: FCB Canada, TorontoMarket: North AmericaSector: BanksMedia channels: Email marketing, Integrated, Online display, Online video, OUtdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Search marketing, Social media, TelevisionBudget: 10 - 20 million

Executive summary

The Help Desk is an effective demonstration of success in the Finance category, one where BMO is being outspent by their competitors. Introducing Lamorne and the Help Desk allowed for consistent BMO brand cues from overall brand messaging to acquisition-driving lower funnel messaging.

A complete, through-the-funnel...

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