BMO and Domino's Automated Pizza Machine Gives Students What They Really Want

For students arriving at college and university last September, there's plenty to get distracted by: Classes, friend groups, and of course, a newfound independence. Recognising newfound independence can be both exciting and intimidating, BMO wanted to engage gen z by appealing to the one constant all students share: insatiable appetites. 

Disguised as an ATM, the Automatic Pizza Machine (or APM) rewarded curious students during student orientation week at Toronto Metropolitan University with hot, delicious - and most importantly, free - Domino’s pizza (and some handy financial tips too). And it worked, with 1,800 transactions being made at the APM in only three days.

“We wanted to cut through the noise and appeal to students via what they already love, namely free stuff and pizza,” said Nimy Leshinski, FCB associate creative director. “Their enthusiasm shined a light on how receptive gen z can be when we appeal to their interests,” added fellow FCB ACD Logan Gabel. “If we serve it, they will come.”

The APM is part of a comprehensive mass campaign that runs through the end of October, and marks BMO’s focus on the student segment. Crafted to connect with gen z by showing that BMO understands students and the things that are important to them, the Domino’s partnership is a core pillar of BMO’s student strategy: together, the brands will also be offering students up to 12 months of pizza, on top of the $100 cash bonus BMO gives them just for opening an a Student Chequing account, plus a Student No Fee Cashback card or Student Line of Credit.

“With the start of the school term, many gen z are managing their finances for the first time while balancing other responsibilities. There was an opportunity for us to help students make real financial progress at the beginning of their financial journey,” said Michelle Feeney, chief marketing officer, personal and business banking, BMO. “With the APM, we’ve found a playful way to demonstrate BMO’s convenience and value, while showing we understand the unique challenges of student life.”

Strategy and creative was handled by FCB Canada. UM handled media planning and buying. Simon Pure Marketing managed execution production and coordination.