Citibank: QROSSWORD

Credits & Description:

Category: Financial Products & Servcies

Advertiser: CITIBANK INDIA

Product/Service: MOBILE BANKING

Agency: PUBLICIS COMMUNICATIONS

Chief Creative Officer: Ashish Khazanchi (Publicis Communications)

Executive Creative Director: Vivek Rao (Publicis Communications)

Art Director: Santosh Sonawane (Publicis Communications)

Copywriter: Santosh Sonawane (Publicis Communications)

Copywriter: Sivaram Subramaniam (Publicis Communications)

Typographer: Santosh Sonawane (Publicis Communications)

Account Supervisor: Sunanda Chadha (Publicis Communications)

Account Manager: Crahan Pinto (Publicis Communications)

Application Developers: Sunil Suryawanshi (Fingerz)

Media placement: DIRECT MAILER - COFFEE SHOPS, LOUNGES AND WAITING AREAS - 9th December 2011



Describe the objective of the promotion.

Citibank was one of the first banks to provide mobile banking services in India. Over the years, the scope of the Citi Mobile platform has expanded tremendously. We were asked to communicate the wide range of banking services available on Citi Mobile by creating an innovative direct mailer.



Describe how the promotion developed from concept to implementation.

We created a cryptic financial crossword that was also a QR Code. We placed this communication as a direct mailer at coffee shops, lounges and waiting areas. If the puzzle got too difficult to solve, readers could scan it with their smart phones and be taken to a mobile site where they got the solutions instantly. A little while later, our message about the speed and ease of the Citi Mobile service appeared, along with a link leading to the Citi Mobile page.



Explain why the method of promotion was most relevant to the product or service.

The cryptic clues of the crossword symbolised the complexities of financial terms. And the quick functioning of a QR Code represented the promptness of the mobile banking service. QR Codes have been used for a long time but rarely, with a crossword integrated into them.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Within just a month of the activity, over 15,000 customers had registered for the Citi Mobile service and about 12,000 had downloaded the app.