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 Group Lead Agency: UM Canada Region: 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