BMO’s latest campaign, “DreamWorld” offers Canadians a chance to win $25,000 and create their own ultimate retirement dream by logging on to www.dreamworld.bmo.com. Upon visiting the site, consumers will be given a series of choices to create their own virtual retirement “DreamWorld” with options to customize their experience including landscapes, such as mountains or a lake; a home including a villa,
condo or cottage and retirement activities such as volunteering, starting a business, or travelling. The winner of the contest will be announced on November 16, 2007, I took a run through the site and created my own “DaForde Ville” with my mansion on the beach as I spend my days playing extreme sports, drop by and stay in the guest wing.
Kris Vikmanis, BMO Financial Groups’ Head of Retirement Market adds, “We know from our clients and ongoing research that retirement is changing. The next generation of ‘retirees’ has different expectations and, as a result, retirement is being reinvented, this interactive contest is a way for us to continue to gain additional insights into what boomers want to do in retirement so that we can help make those dreams a reality. We are encouraging Canadians to define their own version of retirement, share it with others and, most importantly, move from thinking about it to making it happen.”
Agency: Tribal DDB – responsible for developing and implementing the creative web design, functionality and rich online media supporting the contest
Agency: APEX Public Relations – developed the conceptual platform and is conducting public relations.
Creative:
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