Campaign: Marketing to Millennials
BMO Harris Bank wanted to raise awareness for and drive downloads of its new mobile banking app among the highly coveted millennial audience. The brand partnered with Onion Labs to hold a satirical mirror up to the absurd lengths banks and other marketers go to in their pursuit of this elusive target.
The millennial audience knows when a brand is trying to target them. Often marketers think they're being relatable or in-the-know, but their ads come across as inauthentic and it backfires on the brand. In this campaign, we actually satirize what boomer bankers might actually think millennials sound like. The humor is in that relatable human truth.
Using social and video content distributed across various platforms and social channels, the campaign highlighted the unique features of the mobile banking app designed to appeal to millennials.
And people loved it.