Advertiser: CITIBANK
Agency: PUBLICIS KAPLAN THALER
Category: Best Use of Social Media
Art Director: Brett Simon (Publicis Kaplan Thaler)
Creative Director: Dennis Greeley (Publicis Kaplan Thaler)
User Experience Director: Abby Bridges (Publicis Kaplan Thaler)
Social Strategist: Caitlin Francke (Publicis Kaplan Thaler)
Art Director: Christie Adema (Publicis Kaplan Thaler)
Creative Director: Ed Cousineau (Publicis Kaplan Thaler)
Designer: Paolo Feoli (Publicis Kaplan Thaler)
Chief Creative Officer: Rob Feakins (Publicis Kaplan Thaler)
Art Director: Linda Park (Publicis Kaplan Thaler)
Account Supervisor: Maghan Haggerty (Publicis Kaplan Thaler)
Director Of Integrated Production: Mikey Centrella (Publicis Kaplan Thaler)
Executive Creative Director: Tom Drymalski (Publicis Kaplan Thaler)
Art Director: Christopher C. Smith (Publicis Kaplan Thaler)
Art Director: Ben Williams (Publicis Kaplan Thaler)
Account Director: Chris Stempky (Publicis Kaplan Thaler)
Creative Technical Director: Franklin Williams (Publicis Kaplan Thaler)
Creative Director: Julian Newman (Publicis Kaplan Thaler)
Executive Creative Director: Perry Essig (Publicis Kaplan Thaler)
Strategist: Ryan Mchardy (Publicis Kaplan Thaler)
Copywriter: Stephanie Pavin (Publicis Kaplan Thaler)
Effectiveness
We changed brand perception in pre-Game media, the spots drove high lifts, including a +10 in Brand Preference, and continued our above-norm results with +12 in awareness of Citi’s Olympic Sponsorship. •Nearly 1MM unique visitors to our digital properties.•FB Page over indexed at a 1.22 engagement share vs. competitive sponsor average of 0.81.•The @CitiEveryStep Twitter handle was one of the highest engaging handles throughout the Paralympic Games, vs. other Olympic sponsors, generating over 15MM earned impressions throughout the campaign.•348K people visited the FB app landing page.
Strategy
Citi needed to improve its tarnished image and chose to do a first time Olympic sponsorship as a way to rebuild its reputation with consumers and the banking industry. But they had to do more than simply put the Olympic rings on their ads. This led to an idea born out of Citi’s brand: Citi supports those on the road from ambition to achievement, as Citi knows that no one achieves a dream alone. It takes the support of others. Behind all of America’s Olympians and Paralympians is the support network of parents, coaches, gym owners, friends, spouses and the overall community. Which all lead to the big idea – No athlete gets to the podium alone. Citi would actively support the athletes on their road to the London Olympic and Paralympic Games.
Execution
The Every Step of the Way program enabled fans to follow, interact and support Team Citi athletes – allowing unprecedented access to their lives and preparation for the Games. The program started with TV, outdoor, and online banners that drove to a microsite and Facebook app. Users were able to match themselves with a Team Citi athlete based on common interests and then follow their progress as they prepared for the Olympics. The program provided fans with exclusive content - athlete videos, posts, articles and photos – as they trained and then participated in the Games. By viewing, posting, tweeting and sharing, users were brought into the athlete’s inner circle while helping fund the sport programs that are important to that athlete. Additionally, a mobile app enabled users to follow their athlete and send a cheer - awarding even more funds to the athlete’s organization. Citi awarded over $500,000 through the program.