The "Business Carols" campaign was conceived in response to the disproportionate advertising power wielded by large retailers during the holiday season in Canada, which often overshadows small businesses. BMO initiated this campaign to amplify these smaller enterprises' visibility and sales through a novel approach: repurposing Christmas carols as marketing tools. The objective was to redirect consumer attention and spending towards these businesses by embedding their promotions in a beloved holiday tradition, thereby fostering a more inclusive economic environment and enhancing BMO's commitment to diversity and community support.

Our "Business Carols" creative idea was to transform holiday carols into 'Business Carols,' embedding the promotion of minority-owned businesses into a beloved festive tradition. This reimagining of classic carols served a dual-purpose: providing entertainment while delivering a powerful tool for inclusion. We influenced Spotify’s algorithm by playing our songs 24/7 in 800 BMO branches. This pushed our re-imagined carols higher in the Spotify algorithm, gaining enough popularity to be featured in playlists that were played continuously in big-box stores, actively promoting our small business partners. Shazam functionality and a call-to-action in the lyrics turned our carols from passive listening to active shopping. This integration of commerce allowed listeners to identify a carol’s lyrics and link to the businesses' online stores. This seamless fusion of music, technology, and commerce reinvented the listener's experience, making each carol a direct catalyst for business promotion and consumer engagement.

The strategy for the "Business Carols" campaign was meticulously developed, beginning with in-depth data analysis to identify small businesses disproportionately affected by seasonal marketing disparities. Focusing on businesses owned by diverse demographics, the campaign targeted consumers who prioritize ethical considerations and inclusivity in their purchasing decisions.

By choosing audio platforms like Spotify and public radio, which see increased usage during the holiday season, the campaign ensured that the carols would reach a wide audience. The integration of Shazam technology was pivotal, as it allowed these platforms to serve not just as entertainment but also as direct marketing tools. This approach was designed to resonate on social platforms where users are inclined to share and engage with content that aligns with their values, thus broadening the campaign’s reach and impact.

"Business Carols" involved a series of carefully orchestrated steps: rewriting popular carols with lyrics featuring small businesses, and distributing these across national audio platforms like Spotify and public radio. The carols also played in highly frequented public spaces, including BMO branches and large shopping centres, including North America’s busiest mall, the Eaton Centre.

Notably, we hijacked the in-store airwaves of Canada's biggest retailers by integrating our carols into their holiday playlists, turning their systems into promotional tools for minority-owned businesses. Launched in early December and running through the end of the holiday season, this placement maximized exposure during the year’s peak consumer spending period. The strategic nationwide scale of the campaign ensured that the message of supporting small businesses resonated across a broad spectrum of the Canadian public.

Business Carols levelled the advertising playing field for small businesses, including those owned by women, LGBTQ+, and BIPOC entrepreneurs. The novel use of Shazam linked listeners directly to small business e-commerce platforms, altering shopping behaviours and directing holiday spending towards these businesses. By leveraging the ubiquity of holiday carols, the campaign enhanced visibility for these businesses while showcasing BMO's commitment to diversity and inclusivity, demonstrating the power of targeted marketing in making a meaningful difference.

Results include:

Creating visibility for minority owned businesses

• $650,000 in free media

• Impressions - 69,422,683

• Video views - 4,124,036

• Eaton Centre Activation - Drew approximately 125,000 engagements.

• Minutes streamed: 9,494,250 or over 158,000 hours

Driving Web Traffic for participating businesses

• 168,800 visits to the online campaign catalogue which is 27x higher than 2023.

• Drove more than 10,000 visits to each participating business during the critical holiday period.