2025 Winner
BronzeBest Use of Local Media
BMO
"Scoring For Equality"
UM / FCB
"Scoring For Equality"
UM / FCB
In Quebec, BMO’s sponsorship strategy relies on its partnership with the CF Montreal, a professional MLS soccer team. BMO was about to renew its partnership, but metrics were soft: awareness of the association was declining, and consideration of BMO among CF Montreal fans remained flat. The fact that the team was not performing well was also dampening sponsorship success. BMO needed to find a way to re-ignite the brand’s connection with fans and show that they were not just another opportunistic sponsor.
Research told the agency that soccer fans, like many sports enthusiasts, want to see more women playing and competing. However, two obstacles stand in their way. First, media coverage of women's sports, soccer included, is growing, but it is still lagging far behind coverage of men's sports. Recent studies have shown that only 15% of media coverage is devoted to women's sport, a number that drops when collegiate competition is removed from the mix. Second, when women play, they tend to do so in smaller or less accessible venues and are only able to compete for shorter windows of time compared to their male counterparts.
This led them to a key insight: because women's teams play in smaller venues and get limited media attention, cheering for them can sometimes feel like shouting into a wind tunnel — it’s not as rewarding for players or fans as it should be. It’s a harsh reality, but it’s a fact: despite their talent and fans’ enthusiasm for their performances, female athletes lack opportunities to shine where it really counts.
This insight led them to an exciting opportunity to strengthen BMO’s role. To grow the good in soccer — bridging the gender gap and creating opportunities for women — BMO was going to show female soccer players, and their fans, that they support them by providing the opportunity to be seen, where it matters: not only in the media, but also in the most iconic venues in Quebec.
Their challenge was to demonstrate that BMO contributes to growing soccer and that its commitment to the sport goes far beyond tokenism. To do so, the agency needed to connect its sponsorship strategy to the overarching BMO brand purpose of “boldly growing the good”.
The specific campaign objectives were to increase awareness of BMO’s sponsorship for CF Montreal by 25% YoY in the Montreal market, increase consideration among CF Montreal fans by 11% and get recognition as the bank that grows soccer in a meaningful way.
To celebrate the athletes and give them visibility, BMO created the #FanFiniPourElles event, professionally broadcasting the CF Montreal Women's Academy final game of the season on a dedicated YouTube channel, as well as in Quebec’s most renowned soccer venue.
In order to raise awareness of the event, a mass media campaign was deployed in the Quebec market, with a focus on the Montreal area. This includes custom OOH targeted to soccer enthusiasts. The agency also plastered the city with wild postings to promote the final game stream and in-person activation events.
By using both TV and social media, they achieved a strong reach across Quebec. Video was chosen for its storytelling power, boosting engagement with soccer fans. In-stadium placements ensured they showed up where fans are most engaged — at the game. The smart channel mix led audiences to a content hub designed not just to inform them about the event, but to shine a spotlight on Quebec’s new heroines through long-form content.
This challenge required an entirely bespoke media approach, combining offline, online, local, and experiential, unlike any that had been attempted before. BMO’s innovative media solution literally helped fill the gap left by traditional media, which rarely gives women’s sports the space it deserves.
In a custom build, designed to facilitate a premium, broadcast-quality experience for fans and players alike, eight cameras were deployed around the field, providing coverage worthy of a professional match.
To bring the match to life and conduct interviews, BMO called on two key figures in the soccer world: former player Hassoun Camara and renowned Olympic Quebecois commentator Claudine Douville.
The experience also extended off the field, with a highly unique viewing event — amplified in partnership with local media — organized for fans at the legendary Café Olimpico, an iconic Montreal soccer institution where fans have been gathering for decades to cheer for their favorite teams.
The campaign exceeded goals, driving unparalleled levels of recall (29%, the highest in four years) and appreciation (89%). The event brought hundreds to Café Olimpico and nearly 1,000 viewers online to watch an amateur match. It got noticed, remembered, and liked, helping BMO meet its marketing goals.
Awareness of the #FanFini platform rose to its highest level in five years, growing an incredible 40% year-over-year, indexing at 160 to their goal.
BMO saw a 15.7% jump in consideration, indexing at 143 to their goal. This was the biggest historical gain for its CF Montreal sponsorship. Consideration is a tough metric to shift, but it is critical for sponsorship health and future business growth.
Although BMO wasn’t a sponsor of major global events like the FIFA World Cup, the brand successfully established itself as Canada’s “bank of soccer.” Fourteen percent of Canadians now associate BMO with soccer — significantly higher than CIBC (3%) and VISA (1%) — and nearly half of Quebecers (47%) agree that BMO helps grow women’s soccer.
Research told the agency that soccer fans, like many sports enthusiasts, want to see more women playing and competing. However, two obstacles stand in their way. First, media coverage of women's sports, soccer included, is growing, but it is still lagging far behind coverage of men's sports. Recent studies have shown that only 15% of media coverage is devoted to women's sport, a number that drops when collegiate competition is removed from the mix. Second, when women play, they tend to do so in smaller or less accessible venues and are only able to compete for shorter windows of time compared to their male counterparts.
This led them to a key insight: because women's teams play in smaller venues and get limited media attention, cheering for them can sometimes feel like shouting into a wind tunnel — it’s not as rewarding for players or fans as it should be. It’s a harsh reality, but it’s a fact: despite their talent and fans’ enthusiasm for their performances, female athletes lack opportunities to shine where it really counts.
This insight led them to an exciting opportunity to strengthen BMO’s role. To grow the good in soccer — bridging the gender gap and creating opportunities for women — BMO was going to show female soccer players, and their fans, that they support them by providing the opportunity to be seen, where it matters: not only in the media, but also in the most iconic venues in Quebec.
Their challenge was to demonstrate that BMO contributes to growing soccer and that its commitment to the sport goes far beyond tokenism. To do so, the agency needed to connect its sponsorship strategy to the overarching BMO brand purpose of “boldly growing the good”.
The specific campaign objectives were to increase awareness of BMO’s sponsorship for CF Montreal by 25% YoY in the Montreal market, increase consideration among CF Montreal fans by 11% and get recognition as the bank that grows soccer in a meaningful way.
To celebrate the athletes and give them visibility, BMO created the #FanFiniPourElles event, professionally broadcasting the CF Montreal Women's Academy final game of the season on a dedicated YouTube channel, as well as in Quebec’s most renowned soccer venue.
In order to raise awareness of the event, a mass media campaign was deployed in the Quebec market, with a focus on the Montreal area. This includes custom OOH targeted to soccer enthusiasts. The agency also plastered the city with wild postings to promote the final game stream and in-person activation events.
By using both TV and social media, they achieved a strong reach across Quebec. Video was chosen for its storytelling power, boosting engagement with soccer fans. In-stadium placements ensured they showed up where fans are most engaged — at the game. The smart channel mix led audiences to a content hub designed not just to inform them about the event, but to shine a spotlight on Quebec’s new heroines through long-form content.
This challenge required an entirely bespoke media approach, combining offline, online, local, and experiential, unlike any that had been attempted before. BMO’s innovative media solution literally helped fill the gap left by traditional media, which rarely gives women’s sports the space it deserves.
In a custom build, designed to facilitate a premium, broadcast-quality experience for fans and players alike, eight cameras were deployed around the field, providing coverage worthy of a professional match.
To bring the match to life and conduct interviews, BMO called on two key figures in the soccer world: former player Hassoun Camara and renowned Olympic Quebecois commentator Claudine Douville.
The experience also extended off the field, with a highly unique viewing event — amplified in partnership with local media — organized for fans at the legendary Café Olimpico, an iconic Montreal soccer institution where fans have been gathering for decades to cheer for their favorite teams.
The campaign exceeded goals, driving unparalleled levels of recall (29%, the highest in four years) and appreciation (89%). The event brought hundreds to Café Olimpico and nearly 1,000 viewers online to watch an amateur match. It got noticed, remembered, and liked, helping BMO meet its marketing goals.
Awareness of the #FanFini platform rose to its highest level in five years, growing an incredible 40% year-over-year, indexing at 160 to their goal.
BMO saw a 15.7% jump in consideration, indexing at 143 to their goal. This was the biggest historical gain for its CF Montreal sponsorship. Consideration is a tough metric to shift, but it is critical for sponsorship health and future business growth.
Although BMO wasn’t a sponsor of major global events like the FIFA World Cup, the brand successfully established itself as Canada’s “bank of soccer.” Fourteen percent of Canadians now associate BMO with soccer — significantly higher than CIBC (3%) and VISA (1%) — and nearly half of Quebecers (47%) agree that BMO helps grow women’s soccer.
Credits
Annonceur: BMO• Mélanie Miron, Directrice générale, Marque, Québec
• Ann-Marie Beauchemin, Directrice principale, publicité Marque et commandites
Media Agence: UM
• Marc-Andre Giasson, Sr. Director, Connections Planning
• Ben Graham, Supervisor, Connections Planning
• Nancy Asselin, Director, Integrated Investments
• Queencia Chartier, Buyer, Integrated Investments
• Cristian Garrido Associate Director, Social
Creative Agence : FCB Montréal
Création : Marie-Christine Lessard, Leslie Castro Zambrano, Carl-Hugo Poirier
Direction de création : Sylvain Dufresne
Conseil : Michael Watier, Isabelle Dion
Stratégie : Maryse Sauvé
Réalisation : Bobby León
Productrice (agence) : Anick Rozon
RP : Agence FDM
Production photo
Production : SOMA
Productrice : Geneviève Cabana-Proulx
Coordination : Clara Laflamme
Photographe : Christian Tremblay
Assistant photo : Martin Reis
Retouche : Marc Denault
Production vidéo social
Réalisatrice : Bobby Léon
Assistant caméra : Charles Vary
Swing : Emily Velasquez-Gilbert
Prise de son : Maxime Dumesnil
Styliste vêtement : Naomie Laroque
Post-production : Bobby Léon
Production vidéo : Rodéo Production, Rachel Bélanger Leclerc
Production événement
Production vidéo : Soma Pub inc.
Productrice : Sophie Thériault
Direction de production : Jonathan Giroux
Vidéastes : Frédéric Delisle et Hugo Dubé-Bouchard
Montage, colo et online : Frédéric Delisle
Son : Lamajeure
Diffusion live : Obvious C inc.