Bills Paid on Time
Digital Engagement Campaign
2024
FCB Canada, Toronto, ON
w: fcbtoronto.com
Ad Agency: FCB Canada Chief Creative Officer: Nancy Crimi-Lamanna Executive Creative Director: Jennifer Rossini Associate Creative Director: Angeline Parsons Senior Art Director: Eric Carriere Copywriter: Angeline Parsons Junior Art Director: Logan Novak Junior Copywriter: Dawson Courson Chief Strategy Officer: Shelley Brown Senior Strategist: Ally Dwyer-Joyce Strategy Director, Content: Daisy Qin EVP, General Manager: Tracy Little VP, Client Service Lead: Jessica Lax Group Account Director: Samantha Ward Account Supervisor: Caiti Murray Media Agency: UM Canada Executive Vice President: Ryan Hunter Senior Director, Connection Planning: Sarah Fraser Manager, Connections Planning: Jack Williams Planner, Connections Planning: Michael Medves Associate Direct, Paid Social: Arturo Valenzuela Account Manager, Paid Social: Cristian Garrido Influencer Management & Execution: Media Brands Content Studio Director, Talent & Influencer Content: Annelie Gutgesell Associate Director, Content: Grace Austin Senior Content Strategist: Melissa Hoffman Production (bbno$ assets): Made You Look Media Director: Shiraz Higgins Producer: Heather Lindsay Director of Photography: Jon Thomas 1st AC: Sam Berringer Key Grip: Lance Ziska Gaffer: Jordan Shelton Gaff Assistant: Nico Wainer Storyboard Artist: Hank Pine Swing: Tristen Moriarty-Lyttle SMS Customer Engagement Platform: Community Senior Director, Enterprise: Luke Auger Senior Account Manager: Liz LaRocca Production Company: 456 Studios VP, Director of Studio Production: Kendra Plantt Senior Integrated Producer: Anastasia Gal Senior Production Artist: Dominic Pimpare Client: BMO CMO, Personal and Business Banking (North America): Michelle Feeney Managing Director, Payments Marketing: Caspian Yu Senior Manager, Credit Card Marketing: Louise Adams Senior Marketing Manager, Credit Card Acquisition: Alfonsa Timpano, Jordan Woods Marketing Coordinator, Credit Card Acquisition: Naveed Khan Lead, Digital Acquisition: Jenna Eager Senior Marketing Manager, Digital Acquisition: Cari Kosta
Winning Entry: youtu.be/tGEkeJOBfJw
Gen Z goes to TikTok for financial advice, but it's the music that sticks with them. So, we dropped the first TikTok track that acts as a reminder to pay your bills. BMO partnered with chart-topping Rapper and TikTok sensation bbno$ to release "Bills Paid On Time," a viral earworm that emphasizes good financial habits to Gen Z in order to promote the first ever credit card that rewards Gen Z for having good credit. The campaign drove +129% BMO eclipse Rise sign-ups within the first four weeks.