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BMO and Canada’s Drag Race Winner Priyanka Target Millennial Audience in New Campaign

The Bank of Montreal influences at scale in partnership with FCB Canada with one of the first campaigns to use influencer-generated videos and YouTube Director Mix to launch its millennial-first credit card

BMO and Canada’s Drag Race Winner Priyanka Target Millennial Audience in New Campaign

The Bank of Montreal has release a new campaign starring Canada’s Drag Race winner, Priyanka. It harnesses the power of influencer-generated content and YouTube Director Mix video ad personalisation to generate over 100+ pieces of contextual creative.

The campaign for its eclipse Visa Infinite rewards card is a global first, to combine the power of YouTube Director Mix with the custom content and persuasiveness of the influencer community. The BMO eclipse Visa Infinite credit card is designed to meet the everyday lifestyle needs of Canadians and provide greater earning potential and flexibility on rewards. The card offers 5X the points for everyday purchases such as food delivery, coffee, groceries and ridesharing services.

These types of everyday rewards have taken on greater resonance among millennials during the pandemic - which has had a pronounced impact on consumer habits as people come to take greater joy in life’s simple pleasures and welcome solutions that enable them to abide by government restrictions and safety measures.

The campaign from FCB Canada in partnership with UM and Reprise Canada features drag superstar Priyanka, winner of the inaugural season of Canada’s Drag Race, and Quebec TV personality, author and journalist, Valerie Roberts. It consists of multiple pieces of contextually relevant creative, in English and French, designed to speak to multiple constituencies within the card’s millennial audience - such as cooking enthusiasts, fast food lovers, and TV, music and movie lovers.

The campaign uses YouTube Director Mix, a video customisation tool that lets brands and agencies create multiple versions of a video customised for different audiences, languages, locations or contexts. The tool makes it possible for brands and agencies to bring personalised video ads to their customers at scale. For example, ads targeting food lovers can indicate how they can earn points on the takeout they love. Globally, this is one of the first times a campaign has used Director Mix to feature influencer generated content. The result is a truly original approach to marketing perfectly aligned with the environment in which the ads are appearing.

“With these new cards, we have re-imagined what a rewards credit card can be and are excited by the potential of this campaign to reach and connect with Millennial Canadians," said Maja Neable, chief marketing officer, North American Personal and Business Banking, BMO Financial Group. "We have thoughtfully designed everything from the unique look and feel of the card to the engaging unboxing experience and great digital capabilities on top of the benefits that better fit with what Canadians are now looking for: immediate and relevant rewards."

The ads take a day-in-the-life approach, showing the millennial influencers using their card to purchase and redeem rewards for everything from coffee to ridesharing services and takeout food. They are accompanied by relevant messages like 'Meals arrived, so have 5X the points', '5-star dining, meet 5X the points' and 'As if takeout and TV weren’t rewarding enough'. The campaign’s OOH, social and digital components, featuring real Canadians, takes a similarly authentic approach.

“We wanted to find a way to connect with Millennials – sometimes a challenging audience – so we really had to demonstrate an understanding of how they interact with brands,” said Jennifer Rossini, group creative director, FCB Canada. “Partnering with Priyanka and other relevant influencers gave us the opportunity to promote the card in a social-first, millennial context, using voices authentic to the space.”

The full YouTube Director Mix campaign broke 18th January with the full funnel campaign running through the end of February. UM Canada handled the media buy.

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Client: BMO

Chief Marketing Officer: Maja Neable

Vice President & Head of Product: Andras Lazar

Head, Marketing: Michelle Feeney

Director: Caspian Yu

Sr. Managers: Louise Adams, Jenna Eager and Tilila Idbalkassm

Sr. Marketing Managers: David Deveau and Kimberly Bushell

Sr. Marketing Executive: Alfonsa Timpano


Agency: FCB Canada

EVP, General Manager: Tracy Little

VP, Group Account Director: Jessica Lax

Account Director: Kait Babin

Account Supervisor: Leore Davids

Account Executives: Simrath Singth and Veronique Rompe

Account Director: Julie Simon

Chief Strategy Officer: Shelley Brown

VP, Strategy: Eryn LeMesurier

Strategists: Audrey Zink and Maryse Sauve

Chief Creative Officer: Jeff Hilts & Nancy Crimi-Lamanna

Group Creative Director: Jennifer Rossini

Copywriter: Caleb McMullen and Etienne Soucy

Art Director: Hussein Rumaithi

Sr. Producer: Adriana Laborde

Producer: Carol Boate

Integrated Producer: Samantha Mounphosay


Production Company: Fuelcontent

Under Production Company: Fuelcontent

Photographer: Nikki Ormerod

Audio: Grayson Music

Photography Studio: Westside Studio

Editor: Jon Garofalo


Media Agency: UM Canada

North American Group Director, Head of Planning: Tim Davies

Director, Connection Planning: Ryan Hunter

Influencer Outreach: Reprise Canada

Vice President, Client Strategy: Cynthia Steele

Director, Digital Strategy: Pierre Babineau

Strategist: Maeve Findlay-Shields

Category: Banking , Finance