BMO Build A Branch
Gen Z has little interest in visiting physical spaces that are not built with them in mind. To bridge this gap, BMO and UM reimagined what the banking experience could look like. The NXT LVL BMO Build-a-Branch campaign invited young Canadians to design their dream bank branches inside Fortnite, reflecting the needs and aspirations of a generation that rarely sets foot in a branch. The campaign launched on Twitch, where people competed for prizes by designing their ideal bank in Fortnite Creative Mode. These virtual creations inspired real-world changes across BMO branches, from gaming lounges that encourage social play and financial learning, to BMO advisor pairings based on shared interests, and dynamic digital screens that mirrored the winning Fortnite designs. The results were outstanding, boosting brand sentiment, intent to visit, and brand consideration. Video Credit: TBWA.