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BMO breaks new campaign

BMO Bank of Montreal has begun a new online campaign for its BMO Eclipse Visa Infinite credit card. Developed by FCB Canada in English and French, the campaign features reality television personality Priyanka and Quebec television personality Valerie Roberts. It is aimed primarily at millennial-aged consumers and consists of executions intended to appeal to specific interest groups such as cooking enthusiasts, fast food consumers, and television, music and movie consumers. The creative encourages consumers for find “greater joy in life’s simple pleasures.” It also focuses on the benefits of the card, such as five-times the loyalty points for purchases such as food delivery, coffee, groceries and ridesharing services.

The campaign makes use of YouTube’s Director Mix service, which allows videos to be customized for different audiences, languages, locations or contexts using content created by online influencers. It also includes out-of-home and social media components. Media work is being conducted by UM Canada, while influencer relations are being conducted by Reprise Canada.

“We wanted to find a way to connect with millennials, sometimes a challenging audience,” said Jennifer Rossini, group creative director at FCB Canada. “So we really had to demonstrate an understanding of how they interact with brands. Partnering with Priyanka and other relevant influencers gave us the opportunity to promote the card in a social-first, millennial context, using voices authentic to the space.”

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