Following the success of Universal MAP, BMO Global Asset Management was launching a sustainable version of its flagship multi-asset portfolio. With the three-year anniversary of the product range, the challenge was to build on momentum while shifting industry perceptions of value – a term often reduced to cost alone.

With insights reflecting the enormous value of BMO’s multi asset portfolio range, our goal was to highlight the Universal MAP’s performance, sustainability, and strategic advantages while challenging the notion that value = cheap. 
 

Rather than competing on price alone, we reframed the value conversation. The campaign, built around ‘Redefining Value’, shifted the narrative and showed that good value isn’t just about cost but about performance, sustainability, and long-term potential.

To drive this message home, we took a strategic approach that blended targeted advertising with compelling content. Digital campaigns were designed not just to generate clicks, but to spark a shift in perception, positioning Universal MAP as a smarter choice for advisers looking beyond cost alone. Creative execution focused on engagement-first storytelling, ensuring that every interaction reinforced the idea that true value comes from more than just price, it comes from what a fund delivers in the long run.

By aligning product performance with a broader messaging shift, the campaign delivered record engagement levels, proving that when value is framed as more than just cost, advisers take notice.