Advertising and Promotion
BMO Digital Banking Relaunch
A major overhaul of the online experience was designed to align the user interface for the web, mobile web and mobile, impacting different customer segments.
Action was required for a smooth transition; communications needed to create awareness, promote the new features and motivate each audience to take the required steps.
A series of communications including Interstitials, customized emails, homepage tiles, a campaign landing page and employee support materials over multiple waves.
Communications were tailored based on level of engagement with online banking, channel preference and products used.