BMO Harris BankA guerrilla campaign launching a better way to bank
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
