March 2009

Power of Blue program takes
sponsorship to new heights
Inventive campaign leverages existing properties and reinforces
the brand to cement customer loyalty. By Pat Atkinson

Listening to Sandy Bourne, vice president of Advertising, Corporate Sponsorship & Events at BMO Bank of Montreal describe the Bank’s new “Power of Blue” campaign is enough to bring on an adrenaline rush.

“It’s a great program,” she acknowledges with gusto. “It’s been so encouraging how it’s caught on and how it’s making both our customers and employees feel about BMO.”

Bourne says that the idea for the program sprang naturally from examining the Bank’s sponsorship properties with an eye to moving beyond simple brand awareness of BMO as a sponsor of, for example, The Toronto Maple Leafs, to something more rewarding for the Bank and its customers. “We want to create a special experience for our BMO customers who are actually at these events,” she emphasizes. “It all links back to our vision that we want to be the bank that creates great customer experiences.”

Rolling out the blue carpet
To that end, working with Maple Leaf Sports & Entertainment (MLSE), the marketing team developed what it calls “Blue Carpet Treatment,” an extensive list of perks and privileges available to mainstream BMO customers.

For example, by registering online at mapleleafs.com/bmo, customers can avail themselves of a free BMO Power of Blue Perks Package, which provides discounts and vouchers for use at the Air Canada Centre. Customers who take the time to register online are also automatically entered into a contest for a chance to win monthly prize draws that can lead to more unique fan experiences: autograph sessions, sports merchandise, road trip tickets etc.

As if that isn’t enough, by flashing their BMO debit cards and Leafs game day tickets at the door, BMO customers are given exclusive access at Gate 1 of the Air Canada Centre (where a special “Blue Carpet” marks the spot) and they can skirt the regular queue. BMO fans in the arena also get to “Flash & Win” when, during stoppage in play at selected Leaf’s games, they are prompted to flash their BMO cards for a chance to win prizes, such as tickets for an upcoming home game. Meanwhile, images of enthusiastic fans flashing their BMO debit cards are displayed on the video board in the arena before the entire audience. Talk about driving home the brand! BMO Power of Blue is also supported by a full scale promotional campaign that includes print, online and television advertising, in-arena signage and marketing material at select BMO Bank of Montreal branches.

Power of Blue was also integrated into another of the Bank’s most visible sponsorship properties: Skate Canada. (As part of its commitment to skating, BMO is the title sponsor of BMO Canadians Figure Skating Championships, which were held in Saskatoon, SK in January.) Customers who attended the event participated in a number of BMO Power of Blue activities and received some simple but nonetheless compelling perks. Bourne explains:

“What we did there was use a special line up and because it was freezing in Saskatoon, we secured 200 of the best parking spots—those closest to the doors —and made them available exclusively to BMO MasterCard and debit card holders.”

New heights
The sponsorship guru says that there will be plenty of additional opportunities for customers across the country to experience Power of Blue benefits. “We’re looking at all of our properties to leverage them and we want to have a property in every major region,” she emphasizes. “Our ultimate goal is for there to be a BMO Power of Blue activation element with every property.”

BMO also has a number of national properties. As mentioned, skating is one with BMO Canadians Figure Skating Championships, and CanSkate at the grass roots level. The Bank also has a heavy involvement with soccer, which Bourne says has a GTA focus given the presence of BMO Field and Toronto FC. There is also major sponsorship of the Canadian Soccer Association, which opens the door to the national team and various related tournaments as well as grass roots soccer nationally. ”We have about 300 local teams across the country where kids are wearing BMO soccer shirts,” notes Bourne. “We ultimately link those teams to our bank branches. Often, there are trophy presentations, our branch managers are there and it’s good that we can make that connection.”

There is a pronounced loyalty component to BMO Power of Blue. “We definitely want to reward and recognize our existing clients, while making our competitors’ customers somewhat envious,” Bourne acknowledges. “What we are really doing here is taking sponsorship to a new level and making our properties work that much harder for us.”