CITIBANK had its sights set on a major transformation to digitise, gamify and amplify mobile banking. Mediatropy enabled this transformation with key visuals, brand videos, and a playbook to launch Citi Plus.
Customers new to investments needed to be educated with financial knowledge to start their journey. Meanwhile, customers who are already well-versed investors need to be encouraged to plan for long-term wealth building. We used various creatives to link the product name with the idea of “We are more” to connect with our target audience by speaking their language and appealing to their aspirations and interests.
| Approach | Mediatropy expanded on the product and its tagline, “Live a little more” to create a script and story that position Citi Plus as part of the community with its audiences. |
| Execution | CITIBANK’s unique selling points were cleverly integrated with lifestyle clips to create the brand video. We also tapped into the interests of the target audiences to create a series of key visuals to be used as part of the awareness campaign on social media. The playbook mapped out customer communications in three phases which aligned with assumed customer objectives and key life moments. Messaging angles were also specified to educate customers on the benefits of saving and investing. |
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