2009. BMO Financial Group, Canada's oldest bank, realizes that dramatic transformations in the marketplace require changes in its brand and services. BMO challenges Cossette to define and build a new path for the future, including new brand positioning, a multichannel communications strategy and new offerings to attract customers.
Cossette sees that consumers believe banks add to financial confusion. From that insight, the new brand positioning is brought to life with the tagline: “Making money make sense.” It integrates traditional media (TV, print, outdoor, grassroots) with interactive (display ads, microsites, search marketing). Cossette, through its “Idea Factory,” creates the BMO First Home Essentials Kit for new homebuyers, combining a physical package with a complete online destination.
Highest persuasion scores measured in tracking research.
Increased profit for retail bank division.
Strong recall of brand signature "Making money make sense."
Net new revenue from new product offerings.