Bank of Montreal begins investment campaign
BMO Bank of Montreal has begun a new campaign in Quebec to coincide with the RRSP season. The initiative, developed by Cossette, encourages consumers to re-examine their investment behaviour before contributing to a retirement fund this year, in light of the recent economic downturn. The campaign includes 30-second television commercials, print and out-of-home ads, as well as a website. One creative execution depicts a woman in a gym asking herself if her investment strategy should be more like karate or tai chi. The campaign will run until Feb. 26.