An overview

BMO Bank of Montreal needed Canada’s wealthy boomers to know that it was way ahead of the curve on new retirement trends and that the whole notion of a conventional retirement needed to be retired.

APEX got the ball rolling in a big way by teaming-up with market research firm Ipsos-Reid to conduct the most comprehensive study of boomer retirement trends and perspectives in Canada. 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.

The results

• The program reached 100.9 million Canadians through profile in the media

• Resulted in BMO forming a dedicated retirement line of business within its Private Client division