It’s not easy to be a financial services company when looking for a creative advertising for the NBA All-Star weekend, but BMO didn’t seem to have a problem with that.
BMO Financial, or else the Bank of Montreal, is among the official sponsors of this year’s NBA All-Star weekend, and that’s why they decided to promote the event in a unique way. They placed a 10-foot-tall ATM in their headquarters in First Canadian Place in Toronto, right next to a usual ATM, using the message “The NBA All-Stars Are Coming.” Despite being an actual ATM, customers were not able to withdraw money (even if they used a ladder to reach it).
How do you promote NBA All-Star weekend then with a taller ATM? BMO picked the exact height of a basketball hoop attached to the backboard, hoping to prove that their financial services can still be relevant to basketball, in a creative and appealing way.
According to Jon Flannery, chief creative officer for BMO’s agency FCB Toronto, the 10-foot-tall ATM and the success of the ad derives from the simplicity of its concept.
“It’s such a simple idea – you don’t have to explain too much behind it to get it.”
The idea led to an extensive digital buzz, with media posting about it and people passing by the tall ATM, taking photos and sharing it on social networks. This led to 23 million impressions in just a few days, while it was only part of a bigger online campaign from BMO, stealing the show at such an extremely popular event.
“The BMO Ball-Star” campaign features a basketball that is hoping to introduce its own perspective to the fans by taking over the media, appearing on a TV spot and even live-tweeting through social media.
In fact, BMO’s Twitter account is handled by the basketball during the NBA All-Star weekend and despite not being directly relevant tot the bank’s services, it’s still a clever (and funny) way to promote such a big event, showing that you understand what your audience really likes.
— BMO Ball-Star (@BMO) February 13, 2016
Thus, in a series of short online videos we learn more about the #BMOBallStar and its point of view, while the humorous posts certainly won the audience!
This is a proof that in order to stand out during a popular event, you need to think outside the box and find a connection between your brand and the event, always keeping in mind your audience and what they’d appreciate.
It’s not about you, it’s about them. And that’s the key to success!
Name: Meet the BMO Ball-Star
Client: BMO Financial Group
Agency: FCB Toronto
Posted: February 10, 2016