tudorfulea.ro

Banking and financial services can be a hard category for a communication specialist. There is little differentiation between products, a lot of communication goes through direct channels and usually visible campaigns are dull (won’t develop more of the potential reasons).

So this makes good communication initiatives in banking even more special. On of the best I’ve seen so far is a not so new (I think launched this year) campaign by BMO that caters to parents.

Great insight into the need parents have to educate their children on financial matters, clear unmet need on the market (there might be books, but I doubt there are serious free online resources), great execution – a lot of content (video, games, teaching methods, blog etc.), well structured (by age groups), well sustained with some ATL (I remember seeing around the city), a couple of celebrity specialists/authors brought on board (financial journalist, psychotherapist etc.).

Hope this will still be around when I’ll have kids.

Website here.

Note: it seems the SmartSteps is a larger brand/umbrella, with pillars like SmartSteps for Students and SmartSteps for Business.