Overview
BMO has a holiday tradition of spotlighting underrepresented businesses, recognizing that many rely heavily on seasonal sales. However, traditional marketing efforts often struggle to break through the noise of holiday advertising. For the 2024 iteration of their annual Wrap the Good campaign, BMO wanted to turn traditional holiday ads and displays into interactive moments that drive real-world impact using AI and augmented reality. BMO partnered with FCB Canada and ROSE to create Unwrap the Good—an innovative WebAR experience that transforms any wrapped present into an opportunity to discover and support underrepresented businesses.
Client
BMO
Agency Partner
FCB Canada
Industry
Finance
Release
2024
Impact
76%
Conversion post small business gift reveal
+61,000
Visitors
The Unwrap the Good AR holiday campaign lets users scan gifts in real life or on screen—like during a Hallmark movie. Each scan unlocks a virtual gift revealing a BMO promo code and a featured small or underrepresented business.
Users simply point their smartphone camera at any wrapped gift. The AR experience then uses AI to detect a present and triggers an animation that simulates unwrapping. Post-unwrapping, curated products from an underrepresented business are revealed, along with a BMO-sponsored promo code and an easy link out to shop.
To seamlessly fit into holiday shopping routines, we designed an intuitive AR experience that users could access anywhere. Our goal was to make supporting small and underrepresented businesses feel easy, fun, and rewarding.
At the same time, we aimed to remove the usual friction that discourages people from discovering new brands.
To expand its reach, FCB placed Unwrap the Good in BMO branches, window displays, TV commercials, and out-of-home ads.
As a result, BMO engaged users at multiple touch points throughout their holiday journey. For example, BMO partnered with CityTV to boost viewer interaction. During holiday movies, audiences were invited to scan wrapped gifts on screen, creating a more immersive and interactive experience. This 360 campaign met users wherever they were thinking of holiday shopping, presents, and spreading holiday cheer.
By blending holiday tradition with cutting-edge AR technology, BMO, FCB Canada, and ROSE created an engaging experience took over mass market holiday ads and IRL presents and used them as a canvas for promoting small and underrepresented businesses. Unwrap the Good proved that innovation and social impact can go hand in hand, reinforcing BMO’s commitment to supporting barrier-breaking businesses across North America. This project highlights the power of augmented reality, AI-driven digital experiences, and creative strategy in shaping the future of immersive brand engagement.
