WorkPOSTED August 5, 2014

BMO new retirement: Talkin’ ‘bout my generation

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BMO case study

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