“BMO wanted to trigger an important behavioural shift with under-35s, a group that is notoriously distrustful of traditional banks. Apprehension was clearly a barrier to their financial progress and the health of their financial future and BMO was ready to help.
But how would we shift the banking experience for this group from a daunting task into an empowering part of their life? By not behaving like a traditional bank.
Our objective was to use the power of social media and gaming to let consumers know that there is different way to bank, courtesy of BMO.
Specifically, to inspire consumers to interact with BMO with the end goal of
1) Driving participation of under-35s in engaging, financial interactions and
2) Generating a 10% increase in digital account openings.”
