BMO releases financial literacy song
By Derek Winkler
BMO has begun a promotion intended to increase financial literacy among recent graduates and young professionals. The effort takes the form of a song and accompanying online video called “Bills Paid on Time,” produced in collaboration with rap artist bbno$. This is the final phase of an overall launch campaign for the BMO Eclipse Rise Visa Card. The campaign was developed by FCB Toronto and UM Canada, with media and influencer relations by Mediabrands Content Studio.
“We know that 60% of Gen Z don’t get how credit works before they get their first credit card,” said FCB executive creative director Jennifer Rossini. “But while they might forget to pay their bills on time, they’re not forgetting the latest TikTok earworm. Partnering with an artist like bbno$ to reinforce good financial habits was the perfect fit for our campaign.”