Company: BMO Capital Markets
Company Description: BMO Capital Markets is a leading, full-service North American financial services provider, offering corporate, institutional and government clients access to a complete range of investment and corporate banking products and services. BMO Capital Markets is a member of BMO Financial Group (NYSE, TSX: BMO).
Nomination Category: Marketing Campaign Awards Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: BMO Capital Markets ads for iPad app

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

As a North American investment bank with offices in 29 locations worldwide, we count the North American/global institutional investor among our key targets.

When we purchased monthly space on the Bloomberg Markets iPad app (launched July 2012), we noted some rather restrictive specifications: the app could only support ads that were static images. We were asked to provide one image of our ad, configured for landscape orientation, and one configured for portrait.

Our in-house Marketing team knew there could be a way use this limitation to create an unusual and truly interactive experience for each execution in the campaign.

Asked to provide two images for the different orientations of the iPad screen, we decided to show different creative different for portrait and landscape – and encourage the reader to rotate the iPad in order to see both.

The conventional approach taken by other advertisers was to link their ads to their websites. But knowing that iPad users seek interactive content, we linked our ads to multimedia presentations by our analysts, optimized for iPad. From those presentations, users could access further custom content.

The campaign, which began in July 2012 and continues now, has produced stunning results. In the campaign’s first 6 months, views of the BMO Capital Markets ads were higher than all other sponsors of the Bloomberg Markets iPad app. Most significantly, our click-through rate has beaten that of other sponsors by 49%.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Rick Kuwayti is Managing Director and Head of Marketing for BMO Capital Markets.  He also heads the Shared Services marketing function for BMO Financial Group, encompassing all event-based marketing as well as creative services.

Rick joined BMO in 1997 and has worked in a variety of roles, including media relations, communications and events.