Company: BMO Financial Group
Company Description: Established in 1817, BMO Financial Group is a highly diversified financial services provider based in North America. With total assets of US$614 billion and more than 45,000 employees, BMO provides a broad range of personal and commercial banking, wealth management and investment banking products and services to more than 12 million customers.
Nomination Category: App & Mobile Website Categories
Nomination Sub Category: Best Use of Augmented Reality
 Nomination Title: Augmented Reality Welcome Package
- The date on which this nominated mobile site or app was first published:
Feb. 1, 2023
- Briefly describe this mobile site or app’s objectives and how it has met those objectives (up to 200 words). If applicable, include here the platforms your app supports:
Total 192 words used.
Our in-house creative team developed an augmented reality experience to welcome new employees to BMO post-acquisition. The goal was to create an engaging, sustainable, BMO-branded experience that would leave them feeling welcome and excited to join BMO. The content requirements included two videos, a small gift for each employee, and two press releases.
To highlight our commitment to sustainability, a tree was planted as a gift for every employee. With branding in mind, the iconic “BMO desk” from our TV ads was used as the primary visual. The desk had four items on it that users could interact with to reveal content, including a BMO-branded mug, a tablet, mobile phone and a money tree.
The AR experience was emailed to 9,000 new employees. Within the first 24 hours there were 8,000 views, with a conversion rate of 61%. Both videos received high completion rates (80% and 76% viewed from start-to-finish). 96% of users opened at least one of the welcome box’s contents, and over 85% of users opened everything. Lastly, based on the small number of interactions with the “Help” button, most users found it intuitive and easy to use.
- List the appropriate creative and production credits for this app: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Stephanie Kerr, Technical Team Lead, Ayotunde Oluwole, Product Designer
| Attachments/Videos/Links: |
|---|
|
