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The Bank of Montreal says it can help Canadians make sense of their money in its latest marketing campaign from Cossette Communication-Marketing.
The campaign, which includes six TV commercials, print, outdoor and subway ads, kicked off with a brand spot late last month.
The 45-second commercial “Truck” shows a well-dressed but disheveled looking man and woman walking down a dirt road. The man is carrying a gas canister when a pick-up truck pulls over and the driver asks if they’re okay. They both answer no.
“We don’t know whether to top up our RRSPs or pay down our mortgage,” the husband says. “Or if our investments are working hard enough for us,” the wife adds.
“I know what you mean,” says the man in the truck. “Short term? long term?”
The spot ends with the female voiceover asking: “How do you get money off your mind? By making sense of it. BMO Bank of Montreal. Making money make sense.”
The spot taps into the insight that Canadians have financial worries that are sometimes all-consuming, said Daniel Vendramin, senior vice-president, creative director at Cossette.
“They should be talking about the situation they’re in…they’re stranded on this road,” said Vendramin.
“[But] they’re not even thinking about that because their finances are consuming.”
The remaining TV spots promote BMO products like Lifestage Plus Funds, mortgage kits for first-time homeowners and the Air Miles MasterCard.
In “Worry Doll” a couple on vacation are shopping at a village market when they come across a table of little dolls. They are worry dolls that take away all worries, explains the vendor. The man asks if they come in larger sizes. “These are lovely. It’s just that we have big worries,” the woman adds.
“How do you stop worrying about your investments?” the voiceover asks. “Protect them. BMO Lifestage Plus Funds protects your initial investment and growth.”
Billboards placed around condo construction sites ask questions like “Rent or Buy?” while others read “Retire or Live?”
Cossette will add product spots to the campaign throughout this year and next, said Vendramin. Cossette Media handled the media buy.
