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BMO eclipse VISA Infinite Card: Flipping the Script for Millennials

BMO was about to launch one of the biggest product innovations in its history: the BMO eclipse VISA Infinite card. Millennials are skeptical of advertising, especially from BANKS. Our Challenge: How do we reach jaded millennials tired of being told the same cliched stories about banking? Our Solution: You flip the script. Instead of just telling BMO’s story, we used the BMO platform to tell their stories. We created 281 pieces of content via Google's YouTube Director's Mix, one of the first times globally that influencer content was used with this platform. We used a high impact, blast strategy across social media and took engagement to the next level by launching compelling Influencer Stories starting with a fresh, new voice, Priyanka, the winner of RuPaul’s Drag Race in Canada. The campaign also drove outstanding results by boosting purchase intent, applications, ad recall and site traffic.