BMO Uses Giant Screen and Game Play to Sell Services
Monster Media, an Orlando-based company with an office in Oakville and BMO Bank of Montreal have installed a monster-sized, 12′ X 7.5′ interactive electronic marketing display, prominently placed in Toronto’s Pearson International Airport, in an effort to capture the attention and the interest of more than 20 million travellers who move in and out of Pearson’s Terminal 1 domestic departures level each year.
The bright, bold display is comprised of an interactive memory game and credit card rewards calculator, promoting the bank’s new premium travel rewards credit card, BMO World Elite MasterCard.
“The sheer scale of the installation gives the display a fantastic presence for our World Elite MasterCard and for the BMO brand,” says Su McVey, VP, Marketing, BMO Bank of Montreal. “It’s a creative and effective way for us to build awareness amongst a key market segment – frequent travellers – about BMO World Elite’s superior travel benefits, using touch screen technology on a grand scale. The game provides travellers with an engaging way to get to know us a bit better.”
Travellers can test their memory by uncovering matching icons hidden behind the display’s virtual screen panels. The icons represent various BMO World Elite credit card features. Players can also calculate how many points they can earn – and what destinations they can travel to – by sliding a virtual scale over a range of monthly credit card spend amounts.
Ms. McVey says the display has a practical benefit beyond its sheer entertainment value. “Customers become engaged in the game and walk away with a much more immediate sense of if and how BMO World Elite MasterCard fits their travel needs,” she explained.
“We already have a strong presence in top airports across the U.S. and this new partnership is a natural and major step in our strategy to aggressively expand our presence throughout Canada,” said David Leetham, vice president of Canadian sales for Monster Media. “We are very pleased to be working with BMO to be the first to bring this engaging, interactive and effective form of advertising to a Canadian airport.”
The Pearson installation is another “first” for Monster Media and BMO. Last year, BMO introduced Canada’s first large-format digital storefront game to pedestrians outside the bank’s flagship Toronto branch at King and Bay Streets. Passersby were challenged to tend goal against five virtual youth soccer players. The campaign supported BMO’s sponsorship of grassroots soccer across Canada.
