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BMO begins North American brand campaign

BMO Financial Group has begun a new North American brand campaign called the "BMO Effect." Developed by the Toronto and Chicago offices of FCB, the initiative is aimed at new and existing customers of the company in Canada and the United States. The campaign depicts the company as bringing a "human touch" to the financial services industry, as well as being "a bank built for you." The creative uses the tagline, "We're here to help" and depicts bank customers who are unaccustomed to human interaction while banking.

The campaign includes multiple television commercials, digital advertising and social media activities, as well as outdoor ad in US markets. In Canada, an English-language ad called "Robot" and a French ad called "After Hours" will launch the campaign on conventional and specialty television channels. In the US, the "Robot" ad will air in Illinois and Wisconsin. 

"BMO is, first and foremost, an experience brand because we have long recognized that money is personal and banking should be too," said Connie Stefankiewicz, chief marketing officer at BMO Financial Group. "BMO will always offer outstanding financial services, but we are setting ourselves apart through the feeling we create when we bring a human touch to the banking experience for our customers at every touchpoint. After all, we're not just bankers, we're people too, and that is how we want to connect with people."

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