Delivering a
successful launch
for smarter checking

Smart Advantage Checking Launch

The ask

BMO Harris Bank, a Chicago-based, Montreal-headquartered bank, was embarking on their most significant deposit initiative in over a decade — their new Smart Advantage checking account, aimed at emerging customers seeking a better way to bank. The bank turned to McGuffin for a launch campaign that communicated unique benefits like no minimum balance requirements, no maintenance fees and 40,000 ATMs in a way that drove enrollment. The campaign included a heavy investment in a myriad of experiential tactics, including social and digital across the full funnel.

The answer

McGuffin developed messaging that worked across a variety of media: targeted digital, print, bank branch wraps and out-of-home takeovers in the BMO Harris Bank national footprint. We drove account acquisitions by hitting on the primary reasons why a customer would want to switch banks and sign up for this new account, which included a $200 sign-up promotion.

What we did

  • Environmental signage
  • Digital display ads
  • Public transit takeover
  • Product engagement program
  • Targeted social media
  • Out-of-home advertisements
BMO-Harris-Outside
Environmental signage
BHB4585_CTA_TrainWrap2_Web
Public transit takeover
BHB4585_CTA_Rollout_Web
BMO Harris Street Team gear and giveaways
Facebook feed placements
Targeted banners
BHB4585_billboard_OOH
Out-of-home advertisement

By the numbers

116
%
Growth in application starts
100
%
Account opening goal met
0
58
%
Increase in application start