BMO Global Asset Management
Launching a new Multi-Asset Product
Deliverables: Campaign strategy / Positioning and creative idea / Digital Advertising
We previously worked with BMO to launch the Universal MAP product range. A range of actively managed multi asset funds that had an OCF of 0.29% – the lowest cost for an actively managed solution on the market. It was a huge success, with record inflows. BMO was launching a sustainable version and celebrating its three-year anniversary, and a new campaign was needed to mark the occasion.
BMO's multi asset portfolio range is a disrupter to the passive market and now had the three-year performance to solidify it's status. Insight showed that it was seen as very good value- but 'value' in this industry had become synonymous with cheap, even though it should mean so much more. It was time to highlight this and engage in a conversation about value — something which up until now has been often only associated with passive funds.
The campaign idea was all around 'redefining value', which looked at the multiple ways in which the product range provided good value for Advisors. A content strategy was developed to coincide with digital advertising, promoting different aspects of the value argument. It aimed to show that the product range really gave you more than just a good price.
Compared to their benchmark