BMO’s ad campaign hits commuters with giant burgers and more

Humongous hamburgers, gas pumps and coffee cups with an instant-win theme enhance the TV spots and push participants to BMO's online promotion.

BMO Bank of Montreal is bringing its Performance Plan ad campaign to life with events targeting commuters in major cities. Giant-sized versions of the ad campaign’s hamburger, gas pump and coffee cup will give Toronto commuters the chance to swipe a postcard-sized BMO debit card through the items to win Air Miles, gas coupons or coffee cards – enhancing the message that the BMO bank card can be used for food, gas and coffee, without service charges. The PR events continue in Montreal, Calgary and Vancouver until Nov. 7.

The BMO debit cards are meant to drive consumers to to enter prize codes for a chance to win one grand prize of free banking for life, free gas for two months or 30,000 AIR MILES reward miles, or one of four secondary prizes of free gas for a month and 15,000 AIR MILES reward miles. The direct-to-consumer and PR activities were developed by APEX Public Relations, while the ad campaign was developed by Cossette Communication Group.

BMO’s 30-second TV spots, in both English and French, are running on national and specialty networks until Nov. 12. Billboards and transit wraps are in place until Nov. 26 in Toronto, Montreal, Quebec City, Calgary and Vancouver. The outdoor executions in Toronto, Montreal, and Calgary feature a BMO debit card in motion. Toronto’s Yonge-Bloor subway station and Montreal’s Berri-Uqam feature complete domination, with BMO colours on turnstiles, ticket booths, posters and stairways.