This campaign idea came to life when research showed that the age demographic of people under 35 really were not fans of traditional banks. So how do you reach these customers? You move the bank to a place where the younger generations are active... to Twitch. BMO became the first bank in the world to open a branch on Twitch. BMO employees applied for the role, and out of everyone Sean Frame was selected to be the Twitch gamer/banking specialist. He plays games with other Twitch influencers and answers audience questions related to banking and investing. This campaign lead to a 13% increase in digital account openings and is still going strong.
The landing page was created as a place to drive users, to educate them on what NXTLVL was, and to find up to date streaming information.
THE TEAM
Caleb McMullen Copywriter
Daniella Okezie Account Executive
Eli Ferrara VP, Creative Innovation
Hussein Rumaithi Associate Creative Director
Lara Goldsmith UX/UI Designer & Front-end Developer
Maia Spetter Director Integrated Production
Paul Smiechowicz Back-end Developer
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