We were tasked to develop a full in-branch digital signage takeover for the launch of Citi’s newest credit card – the Citi Custom Cash Card. We developed an awareness campaign spanning two week across Citi's over 700 branches across the US.
The card adapts to cardmembers’ ever-changing spending needs, rewarding them with 5% cash back on their top spend category. The objective was to motivate New-to-Citibank acquisition, and drive applications and new account engagement.
To do this, we developed a variation of spots and a mobile game – to the theme “You-do-you”. The creative celebrated how our lives are constantly evolving and changing, and showed there’s a new credit card that changes with you. This gave us the flexibility to develop a variation of spots that could be used in a variety of different combinations among the different branch screens.
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 :)
