Beautiful street photography portraits captured real stories of why young people weren’t homeowners. Each photo and one paragraph story was presented on Facebook with an authentic response from BMO about what this person could do/what steps they could take to get a mortgage. Thus removing complexity, using authentic guidance to create significant predisposition for customers to choose BMO.
Photos & captions appeared on Facebook in the BMO news feed and in a gallery tab where people had the ability to ask questions to a dedicated pool of mortgage specialists.