The campaign for BMO’s new Eclipse Visa Infinite card features influencer-generated content from several creators – including Priyanka, the winner of the inaugural season of Canada’s Drag Race. The marketing push – developed alongside FCB and Reprise – began with TV and OOH ads running across the country earlier this month, before launching online last week.
Using YouTube’s video customization tool, Director Mix, 281 assets were created and inserted into pre-roll. The tool allowed BMO to craft multiple versions of video customized for different audiences and contexts. Food lovers, for example, were targeted with a relevant influencer showing them how to earn points on takeout orders or groceries to try out a new recipe. This was done to put the focus on different lifestyles and interests to show how BMO’s new rewards card can help users earn extra points, regardless of their passion points.
According to Ryan Hunter, director of connection and planning at UM, 62% of the budget was dedicated toward digital media – 34% of which was allotted to YouTube; 32% went toward search; 28% toward social and immersive experience-based units via Twitter, Facebook and Instagram; and 6% went toward mobile ad units.