From the Thank You card travel rewards program to Olympic sponsorship to launching the Citibike program, the following work helped grow Citi’s brand and touched a nerve in culture, too.
For the Citi ThankYou Card, there was this playful misdirect about a young woman who uses her points to travel to the ultimate destination. The spot performed so well that it ran for two years, with its signature music score lodging in craniums everywhere
The spot received a fair amount of media coverage, including this piece on CNN:
“Accessories” also functioned as the center piece for 360-degree uses:
Including a tie in to Citi Private Pass, which helped promote the artist L.P., whose song “Into The Wild” was featured in the spot.
As part of Citi’s 2012 Olympics campaign, this spot with Bob and Mike Bryan, doubles tennis players for TEAM U.S.A., showcased how easy it is to use Mobile Check Deposit:
Another in the series focused on Citi POP Money:
Both spots were part of a larger initiative that included outdoor, on-line, and mobile:
The Citi ThankYou Card also offered a points sharing program, for people to earn even bigger rewards. The “Londonize” spot used Olympic Sprinter Sanya Richards-Ross to tell the story of a town that used their points to honor their hometown hero:
Again, it was part of a larger roll-out:
Including contextual banners where people could redeem their points for various Olympic swag:
For the President’s Cup PGA golf tournament, this spot highlighted how Citi always adapts to fit the needs of its customers:
Another major initiative was the groundbreaking CitiBike campaign, which featured outdoor, mobile and on-line. The copy across all platforms gave it an authentic voice that captured the neighborhoods of New York City and how easily people can reach them with a CitiBike ride.
The five boroughs were plastered with fifty outdoor units, each of which took a unique spin on street names and neighborhoods:
While the outdoor created the brand voice, the website made it all go:
Here is the case study for the whole Citibike effort, which shows how the entire program resonated in culture.
And last but not least, some radio: