An emotional connection

1. Business Challenge

The current consumer perception of banks is that they are impersonal corporations where you're a number, not a name. With trust in financial institutions at an all-time low, BMO needed to distinguish themselves from the competition. By creating an emotional connection with Canadians, BMO sought to humanize itself and its perception with its customers.

 

An emotional connection

1. Business Challenge

The current consumer perception of banks is that they are impersonal corporations where you're a number, not a name. With trust in financial institutions at an all-time low, BMO needed to distinguish themselves from the competition. By creating an emotional connection with Canadians, BMO sought to humanize itself and its perception with its customers.

 

A moment of silence

At 11:00am on the 11th of November, the nation takes pause in a moment of silence to reflect on the sacrifices that contribute to the life and freedoms we're able to enjoy as Canadians.

As the official bank of the Canadian Defence Community, Remembrance Day offered that perfect opportunity to demonstrate this new positioning and connect with Canadians in way that the other banks simply weren't doing and participate alongside all Canadians on this day of reverence.

So we created #TakePause; a social experience that replicated the most significant and iconic moment of Remembrance Day ' one minute of silence. And while the country observed a minute of silence, we created the movement that would allow people to replicate this experience, simultaneously '€œtaking pause'€ pause on their social identity and shutting down on the one platform that that is never quiet ' the world of social media.

A moment of silence

At 11:00am on the 11th of November, the nation takes pause in a moment of silence to reflect on the sacrifices that contribute to the life and freedoms we're able to enjoy as Canadians.

As the official bank of the Canadian Defence Community, Remembrance Day offered that perfect opportunity to demonstrate this new positioning and connect with Canadians in way that the other banks simply weren't doing and participate alongside all Canadians on this day of reverence.

So we created #TakePause; a social experience that replicated the most significant and iconic moment of Remembrance Day ' one minute of silence. And while the country observed a minute of silence, we created the movement that would allow people to replicate this experience, simultaneously '€œtaking pause'€ pause on their social identity and shutting down on the one platform that that is never quiet ' the world of social media.

A field of poppies...

Social media is a platform intended to drive conversation. We used it to create a moment of silence and devised a way that would allow user opt-in ahead of time so that #TakePause message would (a) be delivered at scale and (b) during the precise moment of 11:00am in each Canadian discrete time zone.

Because both Facebook and Twitter prohibit the use of automatic posting from user accounts on their platforms, we needed to find a new mechanism that would allow this functionality so that we could create a minute of '€œsocial silence'€.

As one of the first advertisers in Canada to activate Thunderclap, we utilized the '€œonline flash mob'€ capabilities of the tech platform to create a new type of experience that allowed us to instantly stop social chatter by publishing a one minute silent video, simultaneously from the Twitter and Facebook accounts of all who had signed up in the days prior ' a first for any financial institution.

So at exactly 11am on November 11th, we made the Canadian social media a silent field of poppies, with the #TakePause message dominating the newsfeeds of users' friends.

A field of poppies...

Social media is a platform intended to drive conversation. We used it to create a moment of silence and devised a way that would allow user opt-in ahead of time so that #TakePause message would (a) be delivered at scale and (b) during the precise moment of 11:00am in each Canadian discrete time zone.

Because both Facebook and Twitter prohibit the use of automatic posting from user accounts on their platforms, we needed to find a new mechanism that would allow this functionality so that we could create a minute of '€œsocial silence'€.

As one of the first advertisers in Canada to activate Thunderclap, we utilized the '€œonline flash mob'€ capabilities of the tech platform to create a new type of experience that allowed us to instantly stop social chatter by publishing a one minute silent video, simultaneously from the Twitter and Facebook accounts of all who had signed up in the days prior ' a first for any financial institution.

So at exactly 11am on November 11th, we made the Canadian social media a silent field of poppies, with the #TakePause message dominating the newsfeeds of users' friends.