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The BMO200 Fountain

The BMO200 Fountain | BMO The Bank of Montreal | Mosaic
下载原始文件 下载原始文件 JPG | 2048x1452px
基本信息
行业: 金融与法律服务
媒体:设计与品牌
投放:加拿大
风格: Minimalism
说明cnen
Synopsis
Founded in 1817, the Bank of Montreal is Canada’s first bank. To mark their bicentennial, we were challenged to create a yearlong experience that could bring the brand to life, nodding to their past but in a future-forward way. Not only did it need to bring consumers into the fold, making them active participants in the celebration, but simultaneously had to re-engage over 45,000 employees worldwide in the brand’s promise of ‘we’re here to help.’ A challenging task considering how transactional consumer relationships are with the bank, and that in all honestly, we just love to hate them. When surveyed, over 82% of consumers said they didn’t care that the bank was turning 200. They cared more about another birthday in 2017 – Canada’s 150th. Given the brief, objectives were laser-focused against salient brand metrics, including a measurable lift in brand consideration and awareness.
Outcome
The BMO200 fountain was a monumental feat, with the results to match. While the concept took almost two years to sell through, the team designed, engineered and built the fountain in just over six months. This included a version in VR to test all animations and trajectories of the coin toss. Via foot traffic alone, the BMO200 fountain garnered over 9 million impressions. With over 250,000 unique interactions, on average surpassing two minutes each, the fountain exceeded benchmarks by 300%. In the end, brand consideration increased 15 points and awareness jumped 45%. People even told us they’d actually switch banks because of the message it sent. As powerful as the results are, for all those involved, the real measure of success was much more profound. It could be felt in the actual impact the BMO200 fountain had on communities worldwide.
Execution
A nod to the bank’s past and catalyst for a better future, the BMO200 fountain combined the physical and digital in an awe-inspiring way. 17 feet tall and weighing over 5,000 pounds, it was made entirely without water. Instead, over 50,000 flip dots originally found in stock tickers (and reminiscent of the brand’s logo) were used to mimic liquid in both sight and sound. Reflective streams and an infinity disk were cantilevered to complete the illusion of running water. While materials were analog, wishing was anything but. By connecting their mobile devices to the fountain, viewers tossed digital coins. The fountain reacted in real time to their wishes with one of thirty-five customized animations. To avoid consumer inertia, a subset of categories was created to help guide wishes. From green to happiness to community, a graphic language was crafted for each and adapted into commemorative digital coins for social sharing.
CampaignDescription
When celebrating a birthday, the wishes we make tend to be inherently selfish. In cultures the world over, it’s commonplace to wish for material goods for ourselves rather than altruism for others. The idea was to turn this universal truth on its head, and on the bank’s 200th, gift wishes to the people and communities we serve in the hopes of creating real social change. With that in mind, the creative idea of the BMO200 fountain was born and manifested in a 17-foot tall, interactive, kinetic sculpture, designed to help consumers wish it forward.
制作信息
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奖项
戛纳国际创意节 2018
入围 设计
Digital Installations & Events
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