BMO MUTUAL FUNDS PITCHES TO INVESTORS AS INDIVIDUALS
By Adnews Staff
Toronto-based BMO Mutual Funds is identifying investors using thumbprints in a series of new television spots that are designed to build on the company's brand positioning undertaken last spring. The four spots, which are 10- or 15-seconds in length, feature characteristics of a particular investors. In one, "Ken Lee" is identified as a computer programmer who reads comics, is a football fanatic and invests in BMO's Special Equity Fund. The individual characteristics then form a thumbprint that is used to illustrate that investors have unique personalities and require unique investment solutions. The tagline is "Investment Solutions For All Of Us." Television creative will be supported with print and outdoor advertising that also use the individuality theme by picturing personal items like shoes and luggage. The campaign was created by Vickers & Benson of Toronto and broke in early September. Advertising is scheduled to until the end of March. Public relations for BMO Mutual Funds, part of Bank of Montreal's Private Client Group, are handled by Apex Public Relations of Toronto.