How BMOs NXT LVL Twitch channel leveled up banking for gamers [Video]

Earning Gold in the Finance category for Social Media at The Drum Awards, BMO’s ‘NXT LVL’ campaign broke new ground by bringing financial literacy to gamers on Twitch and reshaping the bank’s image. Here is the award-winning case study.

BMO, the eighth largest bank in North America, faced a significant challenge: an aging customer base and dwindling engagement with younger Millennials and Gen Z.

The rise of fintech and non-banking solutions, combined with the demand for personalized services, had left traditional banks struggling to maintain relevance. To reverse this trend, BMO needed a bold initiative that would resonate authentically with a younger audience and change the way they perceived banking.

The primary objectives were:

Elevate brand perception and awareness among Millennials and Gen Z.
Drive engagement and foster conversation.
Inspire intent and attract new account openings with BMO.
Position BMO as an innovative, customer-focused bank within digital spaces.
Recognizing that gaming had become a major part of digital culture, BMO sought to integrate itself into this space, creating …

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