Bills Paid on time
BMO
Overview
Young Canadians want to learn more about finance, but they avoid engaging with banks. In fact, 76% of Gen Z look to TikTok to learn about finance, so we wanted to activate there, where they are, and on their terms.
BMO partnered with chart-topping Rapper and TikTok sensation bbno$, and dropped the first TikTok track that acts as a reminder to pay your bills. “Bills Paid On Time” a viral earworm that emphasizes good financial habits to Gen Z.
“Bills Paid On Time” became a hit with over 30 million views on TikTok and a 129% lift in BMO eclipse Rise credit card sign-ups within the first month of launch.
STATS:
- 129% increase in BMO eclipse Rise sign-ups within the first month of launch
- CTR on the music video was more than triple the benchmark
- Overall TikTok engagement rate more than 9x benchmark.
- Overall Meta engagement rates more than 14x benchmark and turned into one of the top songs of the year
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