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BMO conducts Unwrap the Good campaign

BMO has resumed a holiday season campaign called “Unwrap the Good” for a fourth year. Until Dec. 31, consumers can visit a website at <http://www.bmounwrapthegood.com> to use an augmented reality function. Using a mobile device, consumers can scan a wrapped gift to receive a code worth up to $15 that can be redeemed at participating businesses described by the bank as “underrepresented.” The promotion also includes a collaboration with television station CityTV which encourages consumers to scan images of gifts that appear in holiday movies or other television content. The initiative also includes television, online and out-of-home advertising, along with in-branch materials. The campaign was developed by FCB Canada. The augmented reality presentation was developed by Rose Digital. Media work is being handled by UM Canada.

“Until it’s opened, a wrapped gift has the potential to be from anywhere,” said Caleb McMullen, associate creative director at FCB. “This campaign seizes on that potential, suggesting that any wrapped gift could, in fact, be from an underrepresented business.”

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