BMO is joining the list of marketers that have attached themselves to Quebec’s annual “Moving Day” tradition over the years, partnering with Bell Media’s multi-platform sales unit Bell Media Mix on a new campaign.
Developed in association with the financial services company’s media agency Maxus, the campaign is intended to reinforce BMO’s “Ici, pour vous” (“We’re here to help” in English Canada) positioning on one of the province’s most stressful days of the year.
It’s estimated that between 70,000 and 120,000 people move in Quebec every July 1, part of an annual tradition dating back to the mid-1970s. Several companies have used “Moving Day” as a marketing opportunity in recent years, including IKEA and Target Canada (some companies like Best Buy have seen their efforts backfire spectacularly).
The BMO campaign invites Montrealers to participate in the “BMO Moving Day” contest for the opportunity to win services from Quebec moving company Le Clan Panneton and a Bell residential services package that includes a one-year subscription to Fibe TV, Fibe Internet and residential telephone service.
A “BMO Moving Day” ad blitz launched on Bell’s 107.3 Rouge FM and Virgin Radio 96 and their respective websites, along with those of Canal Vie, Canal D, Séries+, Z and Historia and the digital properties Sympatico and The Loop.
Advertising components include 30-second breaks within set programming and website “saturation,” all urging people to register for the contest on a dedicated microsite.
BMO is also distributing 2,000 moving boxes throughout the Montreal area, while promotional teams at the radio stations will team up with participating BMO employees on June 13 to help distribute the boxes.
On July 1, BMO volunteers will team up with members of the 107.3 Rouge FM “field team” to walk the streets of Montreal and hand out water to movers. The station will also broadcast a live promotional report and inform listeners of BMOs commitment to helping Quebeckers.
