Having a good story to tell makes everything easier. In this case, BMO InvestorLine wanted to trumpet their legitimate credentials as a customer-friendly, award-winning service for investors. Our campaign had two goals: Raise awareness and drive sign-ups.
For the latter objective, we decided to go a little romantic, painting a picture of a smart professional woman who feels neglected by her online discount brokerage. A bit of a thematic stretch? Perhaps. But the video performed so well that BMO ran it again the next year.