Bringing Better To Life


BMO needed to connect with a generation of customers that prides themselves on ignoring banking advertising. To address younger millennial and Gen Z customers' dislike for traditional banks, UM helped BMO seize the opportunity to change the conversation and own the gaming space through a brilliant industry first: BMO NXT LVL. BMO became the very first financial institution to launch a channel on the world’s number one streaming platform, Twitch, to help gamers level up in gaming and finances. The campaign took the gaming community by storm - far exceeding performance KPIs - and completely reimagined where and how younger consumers engage with a bank.