BMO

BMO BallStar

To show basketball fans that it understands the game, BMO created a fast-talking basketball for Toronto's hosting of the NBA All-Star Game in February — one controlled by a remote and equipped with a mic. The character was teased ahead of the weekend in pre-roll ads, and it took over the bank's Twitter account once the festivities kicked off. An agency war room, staffed for 20 hours a day, produced the content and secured client approval in real time. BMO also had a 10-foot tall ATM installed at its flagship branch to correspond with the height of a basketball hoop.

The BallStar campaign achieved 28 million earned impressions in just seven days (more viewers than the game itself), and engaged the bank's young, diverse, tech-savvy target.