Bank of Montreal (BMO) disrupts foot traffic in an underground concourse in downtown Toronto by celebrating the spectacular seasons of Ontario. It does this by using ambient content that responds to movement and behavior of busy commuters developed by Cineplex Digital Media (CDM).
Nominating Company: Cineplex Digital Media, London, Ontario, Canada
Venue: BMO First Canadian Place, Toronto, Ontario, Canada
Project: BMO First Canadian Place, Seasonal Campaign
Category: Venues & Public Spaces
BMO engaged Cineplex Digital Media to develop a creative campaign for the large-format interactive display in Toronto’s First Canadian Place flagship branch, which is located in Toronto’s underground walkway that’s used by more than 200,000 business-day commuters as well as thousands of tourists and residents on route to sports and cultural events.
Made up of two video walls, passersby use the video wall within the concourse to find key information about their commute including weather and train schedules to help get through their busy days.
BMO was looking to disrupt foot traffic in the underground concourse and offer a moment of excitement by connecting with busy commuters, sparking conversation, building trust and creating loyalty with the BMO brand in a meaningful way.
CDM developed “motion-activated” ambient content celebrating the spectacular seasons of Ontario to bring the outdoors into Toronto’s underground path. Using iconic Toronto scenes and events to trigger an
emotion with patrons, the creative was designed to respond to commuter movement and behavior based on the direction in which people were walking by.
The BMO marketing team was very pleased with the approach to bring more innovative and engaging content to their digital wall in the FCP Concourse. The seasonal, motion-activated content tapped into the emotions of passersby through sensory, visual representations of seasonality in Toronto. The months in which the first two pieces were active, BMO received several reports of people pausing to interact with the screens and take “selfies” in front of the vibrant visual displays. The success and positive consumer feedback of the first two motion-activated sequences has resulted in BMO making seasonal creative a staple in their future playlists.