|
|
The Bank of Montreal (BMO) is inviting consumers into the blue room through a new national television commercial from Cossette.
The 30-second ad starts with an age-diverse foursome standing on a platform waiting for the subway. A woman reading the paper turns to a man next to her and comments that money matters seems to be getting more complicated.
The four board the subway car only to find themselves in a BMO blue-branded room. A BMO rep explains how the bank can provide each of them with sound advice that’s easy to follow.
The commercial ends with the tagline “Making money make sense,” which was first introduced in 2008.
“The notion of the blue room is that we’re there to help you with all of your money needs,” said Sandy Bourne, vice-president, advertising, merchandising, sponsorships and events, BMO Financial Group.
As the campaign evolves through the coming months, commercials will focus more specifically on the bank’s tools, products and services, said Bourne.
The blue room also lives online through ad executions that have people walking out of different areas of the screen and entering a blue box, as a “fun way of bringing the TV ad to life,” said Bourne.
The effort also includes a subway domination in Toronto’s Dundas station, print and transit ads that don’t reference the room but are “strongly branded in our blue with white writing and are very complementary to the look and feel of the ads,” said Bourne.
Cossette also handled the media buy.
