Acquiring new customers and new checking accounts in a competitive field.

Develop creative that would be tested against new creative in different markets.

Campaign elements included prospect and customer direct mail, print and digital advertising, radio, banner ads and landing page.

Prospect DM used a “quick-hit” self-mailer, featuring a $200 cash bonus (“nice change”) for opening a new BMO Harris checking account (“smart change”).

Similar creative was used in other channels. Customer DM used standard envelope packages with three letter versions offering the most appropriate account for three customer segments.