BMO’s ‘great feelings’

The financial institution was one of many Canadian brands to leverage Sunday's Super Bowl, with a new campaign around its "making money make sense" message.

While McDonald’s introduced its “One at a time” spot and Budweiser debuted a new hockey campaign, the Bank of Montreal (BMO) used its Super Bowl ad time to introduce the latest extension of its “making money make sense” brand message.

Targeting adults aged 18 to 65, the spot, which is titled “Great Feeling” in English and “Profitez” (profit) in French, features media and creative by Cossette. In the ads, people stroll confidently through everyday life to energetic music while they make their financial transactions.

Outside of the Super Bowl media buy, the spot will continue running nationally on conventional and specialty channels, including CTV and CBC, with additional support from OOH in major markets and digital ads on the websites for major daily newspapers, including the National Post.

Doug Stotz, chief marketing officer, BMO Financial Group, says that the Super Bowl’s wide reach drew the brand back to the big game, where it has run ads for the past three years.

“You can be pretty sure that a higher percentage of the viewing audience is actually in the room watching your ad and not DVRing it,” he says.

He adds that the “youthful energy” in the TV spots was inspired by the insight that consumers are choosing their banks at a younger age, and was an attempt to reach this younger audience.

Stotz says the fact that the campaign focuses on branding instead of on BMO’s products also influenced the media buy, causing the brand to forego an investment in print spots.

The campaign is in market until March.