BMO has been a major partner of the CF Montreal soccer club since 2012. Under the banner #FanFini (meaning ultimate fan), its activations have emphasized that the brand is more than just a sponsor; it is a passionate and active member of the soccer community. In 2021, BMO wanted to bring its brand purpose “to boldly grow the good” to life. The intended goal of the activation was to break down barriers to playing soccer by providing accessibility to kids who want to play. While soccer is the world’s most popular sport, with over 265 million players globally, 60% of kids from low-income households can’t afford the equipment necessary to play. The situation in Montreal is no different. The brief was clear: break down this barrier without throwing money at it. BMO needed to raise awareness while providing a means through which underprivileged children could partake in the game.

For kids in low-income households, the barriers to playing soccer go beyond money. So, we turned charity into a normalized shopping experience for children in need.

Taking advantage of the growing trend of repurposing sports equipment, and with a desire to create a sustainable program, we rallied soccer fans around a major donation drive to collect gently used soccer gear. The donated equipment was cleaned and refurbished before being photographed and uploaded to our website where children in need could choose up to four items, all free of charge.

The selected items were then carefully wrapped and delivered directly to their homes. The engaging and premium website experience was central to the idea. Our goal was to provide the children in need with the opportunity to shop for their gear, without feeling like they were benefitting from charity, without feeling marginalized. Ultimately, making them feel like they belonged.

The targeting strategy directly addressed soccer fans to elicit the desired response: donate your gently used soccer gear. We leveraged special tools such as SAM Digital Targeting, to allow us to tap into first-party data and better identify and connect with this target across all platforms. Video placements in premium environments allowed us to tap into the soccer community. In social, we used historical data to target users that engaged with our sponsorship activations in the past. We ensured a strong focus on retargeting throughout the campaign to drive frequency of our call-to-action, inviting soccer enthusiasts to donate over the course of the activation. With the recurrent theme #FanFini, our creative executions were not only easily identifiable to our target but also highly relevant.

Our campaign lasted four weeks, and consisted of digital, social, OOH, and television. Families, casual sports fans, and soccer fans were all targeted.

We leveraged special tools, such as SAM Digital Targeting, to tap into first party data and better identify and connect with our target. The activation culminated with an activation at Stade Saputo. Well-known soccer personalities, TVA Sports announcers, and comedian Michael Kunta were all in attendance to create excitement for the event and program itself.

The most powerful part of the Gear Up campaign was the shopping experience we provided. We were intentional through every step of the process. The online store felt premium, and the kids were excited about selecting their own soccer equipment, without feeling like they were benefitting from someone else’s charity. Unique access codes were distributed through partnerships with community organizations like the YMCA.

Gear Up was a winning campaign. In just four weeks we achieved the following results:

? 10,756 pieces of equipment collected (7x our objective of 1.500)

? More than 2,500 young people received the equipment they needed

? The campaign achieved 90% positive sentiment, +10% compared to past activations

? The campaign generated over $500K of unpaid media – double the paid media budget.

? BMO is now 15 points ahead of its biggest competitor in terms of “being clearly involved in the community”

By breathing new life into pre-owned equipment, BMO not only helped underprivileged youth join the game, but it also generated a positive impact on the environment by preventing the gear from ending up in landfills. In a post-activation survey, 94% of Montrealers who were aware of the program stated that “in giving a second life to soccer equipment, BMO demonstrated its commitment to sustainable development”.