AToMiC 2019: The reality of tech

FCB and Mosaic used technology with the aim of changing and saving lives.

fountainThis article appears in the March/April 2019 issue of Strategy.

The Win: The Bank of Montreal’s “The BMO200 Fountain” by Mosaic
Bronze Experiential Engagement

Technology is a problem-solver, time-saver and altogether life-enhancer. And yes, it can help save lives and give back, too. The Bank of Montreal and Fountain Tire tapped into these qualities, bridging the physical and digital worlds for the greater good.

Travelling between Toronto, Montreal and Chicago, the “BMO200 Fountain” for the bank’s bicentennial was more than a “phygital” installation, pop-up or stunt. It was a rare example of an omnichannel campaign led by a branded experience, and it lasted an entire year.

When celebrating a birthday, wishes tend to be inherently selfish. BMO and Mosaic turned this truth on its head, inviting Canadians to use its 17-foot interactive sculpture to “wish it forward.” Anyone could connect their mobile device to the fountain and “toss” a digital coin with a wish for the bank to fulfill, big or small. For example, BMO granted the wish for an artist to have her first art gallery, hosted concerts for the deaf community, and also donated funds to medical research.

While the concept took two years to sell through, the team engineered and built the fountain (including a VR version) in six months. Well worth the effort, the “BMO200 Fountain” garnered more than nine million impressions, with over 250,000 unique in-person interactions and awareness of the anniversary jumping 45%.
tiretestThe Wins: Fountain Tire’s “Safest Highway” by FCB Canada
Silver Engagement; Bronze Print/OOH

While the bank was off changing lives, Fountain Tire used tech to help save lives.

Worn tires contribute to a quarter of all accidents. So the retailer set out to fix unsafe tires and tackle road conditions with its “Safest Highway” campaign by FCB.

Data was central to the program. The team first used regional collision data to ID the most dangerous road in Alberta. Next, data was collected from a mat that commuters drove over at a gas station, taking a 3D-mapped sample of their tires to assess if they were safe or not.

A Fountain Tire rep gave every driver a customized tire safety report (31% of tires failed, which it replaced, free of charge). And the final data points were collected from Waze, Twitter and The Weather Network, with changing road and weather conditions displayed on digital boards along the highway in real-time.

In the end, tire sales for the brand increased 8% locally and 4% nationally, all while helping drivers stay safe.