Bank of Montreal’s brief was to connect to newcomers and promote their offer. They were giving newcomers discounts and deals that would add up to a value of $1,250 off when they register for a BMO New Start Program. The target audience for the same was different ethnic groups in Canada, with a core focus on South Asians, Filipinos and the Chinese community. 

The campaign had multiple facets: Films, Digital Ads, Radio, OOH, Influencers and more!

My contribution: Conceptualization and copy for all the assets created. 

The Campaign was “Thank you, BMO” shared from the viewpoint of consumers who were once New to Canada, sharing their reasons for choosing BMO as their first bank in Canada. 

It was driven on the insight that Immigrants generally rely on the words of friends and family when it comes to their first few months in a new country, and sharing emotional storytelling in the form of films was the way to go about this. 

Films - Shot in 30 seconds and adapted to 15 second format too

These were shot keeping in mind cultural insights and reasons for choosing a bank.

Influencer - Promoting the offer through a fun 'Rapid Fire' round with relevant influencers 

Carousel Ads - The sign off 'Thank you, BMO' was translated in native languages to form a stronger connect with the audience. 

Banner Ads: Google Display network, Bell Media and more!