BMO More Life
The BMO Eclipse Visa Infinite card launched to much fanfare. However, the challenge remained driving quality acquisition among millennials. Our target was fixated on getting the most out of life. So, UM set out to show them a better way to maximize spending impact, while futureproofing the BMO brand. Using custom HVAs and robust data mining, our More Life campaign allowed them to live the lifestyle that earned the most points, with highly contextual placements correlated with the card reward structure: restaurants, takeout, rideshare, groceries. Ultimately, we drove the strongest period of acquisition since launch, growing a phenomenal +45% QoQ. Video Credit: FCB