BMO: Ball-Star

Shelley Brown, Tracy Little and Ravi Singh

This case study discusses how the Bank of Montreal used its sponsorship of NBA Canada, the basketball association, by creating a unique remote-control talking basketball - that spoke the language of the fans, and connected with the bank's target audience of young people.

BMO: Ball-Star

Shelley Brown, Tracy Little and Ravi Singh

Campaign Details

Brand: BMOBrand Owner: BMO Financial GroupLead Agency: FCB TorontoCountry: CanadaIndustry: Financial services (general)Channels used: Online display, Online video, Outdoor, out-of-home, Social media, Sponsorship - event, property, TelevisionBudget: Up to 500k

Executive Summary

In March 2015, Bank of Montreal (BMO) became the official bank of NBA Canada. With Toronto hosting the NBA All-Star Game in February 2016, this was our opportunity to make BMO's sponsorship stand out. The challenge: how to compete against the other, more credible sports...

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