BMO Financial Group: Eclipse VISA infinite card launch – flipping the script for millennials

BMO Financial Group, a banking brand, engaged millennials by partnering with the winner of Ru Paul's Drag Race in Canada.

Campaign details

Brand: BMO Financial GroupLead Agency: UM CanadaRegion: North America

Strategy

Objective

The Bank of Montreal Financial Group (BMO) was about to launch one of the biggest product innovations in its history: the BMO Eclipse VISA Infinite card. A unique card specifically designed to provide reward points for spending in categories relevant to urban millennials, including rideshares, coffee, takeout, gas, and groceries.

However, ranking near the bottom of the Canadian banking industry's "top five", the banking underdog BMO needed to win over millennials, and significantly boost purchase intent and acquisitions with this target audience....

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