Deployed a flexible creative system across 700 branches to drive awareness and applications for an adaptive rewards card.
Citi needed to launch their new Custom Cash Card across 700 U.S. branches with a compelling message that the card adapts to customers' evolving spending needs. Designed and directed a two-week digital signage takeover with the theme You-Do-You, celebrating how lives constantly evolve and showing a card that changes with you. The flexible creative system included variations of spots and a mobile game that could be deployed across different branch screens in strategic combinations.
The campaign successfully drove new-to-Citibank acquisition, increased applications, and built engagement around the card's unique value proposition.
Video loop showcasing all the benefits and versatility the card has to offer.
"What's Your Thing?". An engaging mobile experience where users swipe to choose between top spend activities to find out what kind of spender personality they are.
To further promote the launch Citi hosted an online event where Jennie Platt, Managing Director / Head of Customer Marketing at Citi, interviewed Daniel Levy to find out what spending personality he was.
Pardon the shaky video, as the client's steady-cam was not operational :)
