A nationwide branch takeover for a rewards card that adapts to how people spend.
To launch the Citi Custom Cash Card across 700 U.S. branches, You-Do-You celebrated a simple truth: people’s lives and spending habits are always changing. The card was designed to keep up, automatically adapting rewards to each customer’s top spending category.
That same idea of adaptability shaped the campaign itself. A flexible creative system combined digital signage, multiple spot variations and an interactive mobile game across different screens and branch environments. The result was a nationwide takeover that brought the card’s unique value proposition to life while driving awareness, engagement and applications.
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 :)
Pardon the shaky video, as the client's steady-cam was not operational :)
