Details Make All the Difference in BMO Campaign Aiming to Give Youth Universal Access to Soccer

This August, BMO, consummate Quebec soccer #FanFini and major sponsor of CF Montréal, launched #FanFini GearUp, a new program to provide young players with universal access to soccer through the donation of refurbished soccer equipment. For the big launch, BMO and FCB created a campaign with a real community impact. 

For its first edition, a big equipment drive was initiated in Greater Montreal. BMO invited all #FanFini and the broader soccer community to donate equipment that was a little too big or too small, or that was collecting dust in a cupboard, a gym bag, or in the front closet of tehir apartment or home. People were able to drop off their equipment at participating BMO branches as well as at the CF Montréal Boutique. In addition to many drop-off points, a unique sporting event was organized at Stade Saputo. To attend, participants were asked to bring one piece of equipment which they could exchange for a ticket granting them entry. The entire soccer community mobilised, and over 10,000 pieces of soccer equipment were collected. 

BMO then cleaned, photographed and catalogued each piece of equipment, adding each one to a dedicated website where young players - supported by local community organisations from Greater Montreal — could 'shop' for the missing piece of equipment they needed to practice the sport they love. With the help of these organizations, the kids received a unique code giving them access to a real online shopping experience where they could choose up to four items, totally free of charge. Next, the items carefully packed in bags bearing the program’s colours and were delivered for free by BMO or distributed by the organizations. “It was a beautiful way for the brand to show its love of soccer, simple as that. We really want to be sure we’re creating a unique, easy, and totally accessible experience for kids in need,” says Sylvain Dufresne, VP and Head of Creative at FCB.

"By leveraging our collective strength, we’re helping more than 2,500 youths  who have fewer opportunities than others to step onto the field, all thanks to a piece of equipment which could one day make all the difference. Once again, the engagement of the #FanFini and that of the soccer community is just simply incredible,” adds Ann-Marie Beauchemin, marketing manager, Brand and Sponsorship advertising at BMO.