The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Livestream
Annual ID
OS23_SM067M
About the Work
BMO needed to connect with a generation of customers that actively ignores them. So, BMO became the first financial institution to launch a channel on the world’s number one streaming platform, Twitch, to help gamers level up in gaming and finances.
Gaming is replacing traditional advertising channels and becoming a significant part of a modern, digital lifestyle for millennials and Gen Z. This coupled with the fact that 71% of Millennials would rather go to the dentist than listen to a bank’s message (source) means that many traditional ways of connecting with and marketing to young people are gone forever.
Gamers would need to see one of their own to authentically allow a bank into a place where no bank had been before. So, BMO hired the world’s first Gaming Relations Specialist. BMO took one of their own employees—a charismatic, skilled gamer with personal banking experience — and transplanted him from the physical customer front lines to a virtual one when customers are rethinking the role banks play within their daily financial experience.
By putting the first bank on Twitch, BMO met younger customers where they are and reimagined where and how consumers engage with a bank.
By launching a first-of-its-kind communication platform on Twitch, with content that intersects gaming culture and personal finances, BMO changed the gaming community's opinion of what a bank can be. Key results include:
30% improvement in gaming association
15% improvement in perception of innovativeness
4% improvement in consideration/purchase intent
118,746 Unique views
8,600 hours of watching BMO play games and talk personal finances
8.5 million video views
24,119 total campaign engagements
Gaming is replacing traditional advertising channels and becoming a significant part of a modern, digital lifestyle for millennials and Gen Z. This coupled with the fact that 71% of Millennials would rather go to the dentist than listen to a bank’s message (source) means that many traditional ways of connecting with and marketing to young people are gone forever.
Gamers would need to see one of their own to authentically allow a bank into a place where no bank had been before. So, BMO hired the world’s first Gaming Relations Specialist. BMO took one of their own employees—a charismatic, skilled gamer with personal banking experience — and transplanted him from the physical customer front lines to a virtual one when customers are rethinking the role banks play within their daily financial experience.
By putting the first bank on Twitch, BMO met younger customers where they are and reimagined where and how consumers engage with a bank.
By launching a first-of-its-kind communication platform on Twitch, with content that intersects gaming culture and personal finances, BMO changed the gaming community's opinion of what a bank can be. Key results include:
30% improvement in gaming association
15% improvement in perception of innovativeness
4% improvement in consideration/purchase intent
118,746 Unique views
8,600 hours of watching BMO play games and talk personal finances
8.5 million video views
24,119 total campaign engagements
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Toronto
Production Company
Unified Content / Toronto
Music / Sound Production Company
Oso Audio / Toronto
Media Distribution Company
UM Media / Toronto
Copywriter
Patrick Gravel
Chief Creative Officer
Nancy Crimi-Lamanna
Danilo Boer
Creative Director
Mike Kotevich
Daenen Bramberger
Director
Tom Feiler
Editor
Peter Miller
Executive Creative Director
Andrew MacPhee
Jeremiah McNama
Executive Producer
Laurie Jones
Michi Lepik-Stahl
Producer
Hannah Graham
Jane Heath
Engineer
Leo Hicks
Senior Account Director
Hailey Scott
Senior Art Director
Hussein Rumaithi
Senior Copywriter
Caleb McMullen
Strategy Director
Stephanie Gyles
VP Group Account Director
Jessica Lax
assistant editor
Luke Ionico
Broadcast Producer
Tania Overholt
Chief strategy Officer
Shelley Brown
Colourist
Jay Ryan
Director, Integrated Producer
Maia Spetter
DoP
Tj Derry
Adam Madrzyk
EVP, General Manager
Tracy Little
Full Stack Developer
Lily Han
Junior Quality Assurance Analyst
Natasha Phillip
Junior Strategist
Shao Xu
LINE PRODUCER
Caitlin Cucco
media
Ryan Hunter
Tim Davies
Sarah Fraser
Online
Kristina Mileska
Senior Social Content Strategist
Daisy Qin
UX/UI Tech Specialist
Lara Goldsmith
VP, 1:1 Practice Lead
John Fung
VP, Creative Innovation
Eli Ferrara
VP, Managing Director
Tim Welsh
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