Bronze
Use of Social Media & Influencers
Original Music
| Entrant: | FCB Canada, Toronto |
| Brand: | BMO |
| Title: | "Bills Paid On Time" |
| Corporate Name of Client: | BMO, Toronto |
| Chief Marketing Officer: | Michelle Feeney |
| Clients: | Caspian Yu/Louise Adams/Jordan Woods/Naveed Khan |
| Media Company: | UM, Toronto |
| General Manager - Media Company: | Ryan Hunter |
| Media Strategy Director: | Sarah Fraser |
| Media Planners: | Jack Williams/Arturo ValenzuelaCristian Garrido |
| Agency: | FCB Canada, Toronto |
| Agency President: | Bryan Kane |
| Chief Creative Officer: | Nancy Crimi-Lamanna |
| Executive Creative Director: | Jennifer Rossini |
| Associate Creative Directors: | Angeline Parsons/Eric Carriere |
| Senior Copywriter: | Angeline Parsons |
| Copywriter: | Dawson Courson |
| Senior Art Director: | Eric Carriere |
| Art Director: | Logan Novak |
| Agency Producer: | Anastasia Gal |
| Agency Senior Production Artist: | Dominic Pimpare |
| Agency EVP, General Manager: | Tracy Little |
| Agency VP, Client Service Lead: | Jessica Lax |
| Agency Chief Strategy Officer: | Shelley Brown |
| Agency Brand Strategist: | Ally Dwyer-Joyce |
| Agency Strategy Director: | Daisy Qin |
| Agency Account Supervisor: | Caiti Murray |
| Agency Group Account Director: | Samantha Ward |
| Agency Studio Company: | 456 Studios, Toronto |
| Agency VP, Director of Studio Production: | Kendra Plantt |
| SMS Customer Engagement Platform Company: | Community, Toronto |
| Production Company: | Made You Look Media, Toronto |
| Director: | Shiraz Higgins |
| 1st AD: | Sam Berringer |
| Producer: | Heather Lindsay |
| Director of Photography: | Jon Thomas |
| Gaffers: | Jordan Shelton/Nico Wainer |
| Grip: | Lance Ziska |
| Storyboard: | Hank Pine |
| Production Company Swing: | Tristen Moriarty-Lyttle |
| Influencer Management & Execution Company: | Media brands Content Studio, Toronto |
| Name of Social Influencer: | BBNO$ |
| Performer: | BBNO$ |
Description:
So, BMO created a credit card that was built in the best interests of the people who use it, rather than to accumulate interest for the bank.
However, while young Canadians want to learn more about finance, they avoid engaging with banks, preferring to get financial advice from almost anyone, almost anywhere, rather than go to a bank. In fact, 76%1 of Gen Z look to TikTok to learn about finance, so we wanted to activate there, where they are, and on their terms.
We partnered with viral TikTok sensation bbno$ as our Gen Z ambassador to encourage good financial habits. Based on his 3M followers and viral earworm fame with singles La La La and Edamame, we knew bbno$ was perfect for the job—right down to his name. We recorded a new, custom TikTok track, Bills Paid On Time with lyrics that touched on the experience of starting to make money and emphasized that paying bills on time is the key thing that will help you make real financial progress.
Behind 30 million video views, with 98% positive sentiment, our campaign ultimately drove a +129% BMO eclipse Rise sign-ups within the first month of launch.