BMO launched BMO NXT LVL, the first banking channel on streaming platform Twitch, to build brand awareness with a younger target audience in America, elevate and change brand perception, spark conversation, increase engagement, and drive intent and consideration.

Campaign details

Title: NXT LVLBrand: BMOProduct: BMOIdea: FCBCountry: Canada

Why is this work relevant for Creative Effectiveness?

The BMO NXT LVL campaign effectively addressed BMO's challenge of connecting with a younger, digitally-focused demographic. By launching a banking channel on Twitch, BMO tapped into the gaming community, engaging an audience that is typically resistant to traditional banking methods. This approach successfully altered perceptions of the brand and encouraged new consumer behaviours by merging financial education with daily digital interactions. The campaign achieved its objectives by boosting brand awareness, enhancing brand health, and...

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