BMO Capital Markets - Magazine Format Video

 

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Company: BMO Capital Markets, Chicago, IL
Company Description: BMO Capital Markets is a leading, full-service North American-based financial services provider, with approximately 2,400 professionals in 30 locations around the world, including 16 offices North America, offering corporate, institutional and government clients access to a complete range of investment and corporate banking products and services.
Nomination Category: Video Categories
Nomination Sub Category: Magazine Format

Nomination Title: Beam me up, BMO: Insights teleported to your desk via Hologram advertisement

The date on which this nominated production was first distributed or otherwise made public: November 26, 2016

Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

Our objective for this project was to provide our research, sales, and trading expertise to our institutional investor audience and client base in a captivating way that highlights BMO’s unique brand and capabilities.

We combined traditional print advertising and technology to launch the first financial services hologram video advertisement. Successfully, we connected our audience to top-ranked equity research by making it possible to have a 1on1 meeting in their offices with our Chief Investment Strategist, Brian Belski. Why Belski? He's accurate and one of Wall Street's most sought-after predictors.

We ran a 4-page spread in 40,000 special issues of the December edition of Bloomberg Markets to reach Institutional Investors. Our circulation targeted 8 North American key cities that have BMO trading desks and some of BMO's largest institutional investor accounts. Once magazine subscribers opened the spread, they were instructed to assemble the attached prism, pull out their tablets or mobile devices and visit bmoapps.com/teleporter in order to have Belksi teleported to their desk via 3-D video.

The result exceeded our expectations putting us at a 2.0% engagement rate/ 810 unique page views and is approximately 40 times more if measuring against banking industry averages for digital advertisements (Click-through-rates, Google).