BMO Harris BankIntegrated Campaign
A SIMPLY
SMART CAMPAIGN.

The Ask

Help launch BMO Harris Bank’s new checking accounts aimed at emerging mass affluent and students and drive enrollment.

The Answer

Develop and implement an integrated campaign, utilizing targeted digital, print, bank branch wraps, and out-of-home takeovers in the BMO Harris Bank national footprint.

BMO Harris Bank, an international bank, with headquarters in Chicago, identified functional gaps in their checking lineup preventing consumers from considering BMO. They responded with a new suite of checking accounts with a lead mass checking account aimed at emerging mass, mass and student prospects. Launching this new suite of U.S. checking accounts was BMO’s most significant deposit initiative in our 15-year partnership. The campaign included a heavy investment in a myriad of experiential tactics, including social and digital across the full funnel.

 

 

Consumer advantage.

Making peopleTAKE ACTION.

Our objective was to drive checking account acquisitions through their new BMO Harris Smart Advantage™ Account. We did this by PROMOTING THREE SIMPLE REASONS why a customer would want to switch banks and sign up for this new account: because there are no monthly fees with eStatements, no minimum balance requirement and 40,000+ fee-free ATMs, all in conjunction with a $200 offer.

Playing off a television campaign — in which a child quizzes a banker with the question, “Why?” —  we developed a host of assets that begins with “BECAUSE” and describes money and time-saving attributes of Smart Advantage Checking. We also introduced the broad concept that ‘nothing’ could mean something — that saving on fees and balance requirements and ATM limitations could add up to a big plus for bank customers.

Out-of-home marketing.

CREATING A SPLASH IN THE CITY.

 

Our multi-touchpoint outdoor campaign brought home the theme of a fee-free world. This included bright, colorful train wraps on Chicago’s own CTA Blue Line and an outdoor team dedicated to driving engagement through free train fare passes.

Campaign execution.

LAUNCHING A PRODUCT WITH EXCITEMENT.
Checking accounts aren’t the most exciting products on the block. The product launch campaign McGuffin developed for BMO stepped away from strict brand guidelines and utilized new creative approaches to gain consumer attention. McGuffin also distilled consumer benefits to three easy-to-understand ideas and communicated those across digital, OOH, print and branch wraps.

LAUNCHING A PRODUCT WITH EXCITEMENT.
Checking accounts aren’t the most exciting products on the block. The product launch campaign McGuffin developed for BMO stepped away from strict brand guidelines and utilized new creative approaches to gain consumer attention. McGuffin also distilled consumer benefits to three easy-to-understand ideas and communicated those across digital, OOH, print and branch wraps.

LAUNCHING A PRODUCT WITH EXCITEMENT.
Checking accounts aren’t the most exciting products on the block. The product launch campaign McGuffin developed for BMO stepped away from strict brand guidelines and utilized new creative approaches to gain consumer attention. McGuffin also distilled consumer benefits to three easy-to-understand ideas and communicated those across digital, OOH, print and branch wraps.

BY THE NUMBERS

116
%
Growth in app starts
100
%
Account opening goal met
58
%
Increase in app start efficiency
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