To announce the announcement of the legal close of BMO’s acquisition of Bank of the West, direct mail was used to reach seven different audience segments. The mail package included a BMO brand insert, which served to introduce BMO and build awareness of its strengths as a financial partner. A significant number of customers resided internationally, and were accustomed to receiving bank communication via email.

The Legal Day One letter was adapted into an email, which was sent to all foreign Bank of the West customers receiving e-statements (for whom the bank had current email addresses). To bring the brand insert to life, and increase customer engagement, MKP developed an interactive digital brochure based on the print version. Analytics showed each personal banking customer viewed the brochure twice, and spent 55 seconds reading it, supporting the strategy of presenting marketing content in an interactive, digital form.