BMO Bank of Montreal needed Canada’s wealthy boomers to know it understands their lifestyles and that to them retirement was no longer a definitive date but rather a gradual transition. APEX got the ball rolling in a big way by teaming up BMO with market research firm Ipsos-Reid to conduct the most comprehensive study of boomer retirement trends and perspectives. The results allowed APEX to generate a series of compelling story angles, events and social media initiatives that captured the imagination and ambitions of retirees and pre-retirees. The campaign was a national hit and dramatically exceeded BMO’s expectations.