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BMO conducts FanFini promotion

BMO recenly conducted a promotion as part of its “FanFini” program to provide young players with greater access to the sport of soccer through the donation of refurbished equipment. The promotion included a campaign developed by FCB that encouraged residents of the Montreal area to donate equipment at participating BMO branches or the CF Montréal Boutique. This was followed by a sporting event at Stade Aputo, attendance to which could be gained by donating a piece of soccer equipment. The donated gear was listed on a dedicated website at which young players could request up to four free items, which were delivered to recipients in branded packaging. Media work was handled by UM Media, with web work by Minimal, experiential elements by EVRM, event management by Groupe Promo and public relations by Agence FDM.

“It was a beautiful way for the brand to show its love of soccer, simple as that,” said Sylvain Dufresne, head of creative at FCB. “We really want to be sure we’re creating a unique, easy, and totally accessible experience for kids in need.”

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