Who: BMO, with FCB Toronto for creative and strategy, and Shiraz Higgins for video direction; Mediabrands Content Studio for influencer relations; Golin for PR; and UM Canada for media.
What: “BPOT (Bills Paid on Time),” a custom track and music video created by newly minted BMO partner and Canadian rapper bbno$ (pronounced “baby no money”). It's part of a larger product campaign for the brand’s new eclipse rise Visa Card (a no annual fee credit card that rewards users for good financial habits,) targeting Gen Z consumers.
When & Where: The 60-second video spot launched on TikTok, Instagram and YouTube on Jan. 31.
Why: “As the first digital native generation, Gen Z has challenged us to consider how we can thoughtfully connect with our customers online and offline, deliver support and advice, and help them achieve their financial goals,” said BMO’s chief marketing officer, Michelle Feeney, in a release. “Partnering with an artist like bbno$ allows us to meet our customers where they are, encourage them to get started on building responsible financial habits in a memorable way and help them make real financial progress.” (BMO has shown its willingness to meet its consumers where they are through programs such as its award-winning campaign to reach video-gamers on Twitch.)
The insight is based on findings from a recent Real Financial Progress Index survey by BMO: 74 % of Gen Z Canadians are concerned about their finances, and Gen Z Canadians are nearly five times more likely than older generations to turn to social media platforms for financial advice.
“We know that 60% of Gen Z don’t get how credit works before they get their first credit card,” said FCB’s executive creative director, Jennifer Rossini. “But while they might forget to pay their bills on time, they’re not forgetting the latest TikTok earworm. Partnering with an artist like bbno$ to reinforce good financial habits was the perfect fit for our campaign.”
To date, the rapper has 3.2 million followers on TikTok, and multiple viral singles.
How: In the video, bbno$ raps about financial responsibility—“build good credit, how I keep that money,” and “debt down, cheque up, that’s the way I like it,” while he enjoys some of the lavish benefits of being a hip-hop star, and makes purchases using his own eclipse rise Visa Card.
While many brands have partnered with music artists and performers before, this one stands out for looking and feeling like an actual hip-hop video and song, as opposed to an ad for a bank. It also went viral almost immediately—accruing nearly 8 million views to date. The video was preceded by a teaser, showing the rapper recording the song in studio, and a follow-up in which he discusses the success of the track in a staged interview.
Viewer engagement on the video is high, with top comments sharing sentiments like “This is the first time in the history of TikTok I didn’t skip the ad,” and “This is the best bank commercial I have ever seen or heard.”
FCB’s associate creative director, Angeline Parsons, told Campaign that the rapper's name is what got the agency's attention. “bbno$. A reflection of his financial responsibility—what better partner for a bank and a card that helps build good financial habits?” she said, “Beyond that, he’s a viral artist who found fame on the platform our target demographic spends the most time on.”
“bbno$ is a true artist and with that comes a deep desire to do and create things his own way,” added FCB’s senior art director, Eric Carrière. “It can be a challenge for any brand or agency to relinquish control of a campaign or creative idea, but we knew if we gave him the freedom to do what he does best, it would pay off in dividends. Now, we’re reaping the benefits of his artistry.”
And we quote: “We’re lucky to have an incredible partnership with our clients at BMO—they're not afraid to take big swings. That fearlessness creates opportunities for us to do amazing work together. We're always looking to meet our audiences where they're at in the realest way possible, and that's especially critical when you're trying to attract a Gen Z audience.” – FCB’s executive creative director, Jennifer Rossini.
