BMO Harris Bank Launches Campaign

by , Nov 13, 2012, 11:41 PM
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BMO Harris Bank is launching a campaign that aims to communicate that the bank offers customers practical answers to life's financial questions.

"Our customers want the right guidance at the right moment in their lives,” said Mark Furlong, president and CEO, Chicago-based BMO Harris Bank, in a release. 

Developed in partnership with Y&R Midwest, the effort includes four 30-second television spots, print, digital, in-branch and outdoor advertising.

The campaign focuses on the bank’s goal of being a partner that delivers great customer service, said Justine Fedak, senior vice president, brand, advertising, and sponsorships for BMO Harris Bank.

"While we have continued to grow as an organization, our commitment to customers has never been stronger and our approach to advertising reflects the connections with customers we make every single day,” Fedak says. 

In one spot, called “Paycheck,” a young executive gets his first paycheck, which his older co-worker ruefully tells him “it’s your first of many.” He daydreams big about all he can do with his newfound cash, such as buying a big-screen TV, custom suits and fancy meals. Then a paper airplane hits him in the head and he is jolted back to reality. He unfolds the paper, which says: “Whoa, one thing at a time.” He nods his head in agreement as the voiceover concludes: “Every check account should come with a little guidance. BMO Harris Bank.”

BMO Harris is different than most bank brands in that its customers have an emotional connection -- not only with their banker, but with the bank, says Kary McIlwain, president of Y&R Midwest.

“And that connection comes from being a bank that offers its customers guidance beyond just products,” McIlwain says. “These spots reflect the straightforward personality of the BMO Harris brand, yet show how the bank surprises and delights customers.”

BMO Harris Bank N.A. has over 600 branches and approximately 1,300 ATMs in Illinois, Wisconsin, Indiana, Kansas, Missouri, Minnesota, Nevada, Arizona and Florida.

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