Citibank: SAY HELLO TO YOUR CREDIT CARD

Credits & Description:

Category: Best Use of Outdoor

Advertiser: CITI

Product/Service: CITI MASTERCARD IN GOOGLE WALLET

Agency: KINETIC

Media Agency: MEC, New York, USA

Vice President: Thobias Florin (Citi)

Managing Partner: Melissa Campbell (MEC)

Communications Strategy Director: Lindsay Gorin (MEC)

Group Director: Maria Makres (Kinetic Worldwide)

Manager: Rachel Mauck (Kinetic Worldwide)

Specialist: Gabrielle Taragano (Kinetic Worldwide)

Chief Creative Officer: Rob Feakins (Publicis)

Executive Vice President/Executive Creative Director: Tom Drymalski (Publicis)

Executive Vice President/Executive Creative Director: Perry Essig (Publicis)

Svp Creative Director: James Kotulka (Publicis)

Associate Creative Director Copywriter: Brad Mislow (Publicis)

Associate Creative Director: Julie Eyerman Alred (Publicis)

Vice President Account Director: Jeff Blackman (Publicis)

Vice President Account Director: Thomas Cashin (Publicis)

Account Supervisor: Mitra Pai (Publicis)

Assistant Account Executive: Preston Wallis (Publicis)

Media placement: Urban Panel- 20 Units - New York - 28 November 2011

Media placement: Phone Kiosk- 245 Units - New York - 28 November 2011

Media placement: Bulletin- 8 Units - New York, San Francisco, Los Angeles, Chicago - 28 November 2011

Media placement: Bus Shelter- 176 Units - Los Angeles, Washington DC, Chicago - 28 November 2011

Media placement: Double Decker Bus- 27 Buses - New York, San Francisco, Los Angeles, Washington DC, Chicago - 28 November 2011

Media placement: Static Storescape- 1 Unit - New York - 28 November 2011

Media placement: Digital Bulletin- 1 Unit - Washington DC - 28 November 2011

Media placement: Wallscape- 1 Unit - Los Angeles - 5 December 2011

Media placement: Interactive Digital Storescape- 5 Units - New York, Los Angeles, San Francisco, Washington DC, Chicago - 5 December 2011

Media placement: Pillar- 35 Units - San Francisco - 26 December 2011



Insights, Strategy & the Idea

Citi wanted to generate consumer awareness surrounding the launch of the Citi MasterCard in Google Wallet, a smartphone application. Their target audience consisted of current cardholders and techthusiasts - adults who are early adopters of new technology and often influential in their field.

Citi highlighted national retailers who would deploy the new technology in five major markets: New York, Chicago, Los Angeles, Washington, DC, and San Francisco. To reach consumers who live, work, and play within the vicinity of these Google Wallet-enabled merchants, Citi identified key zip codes in each market.

By honing in on these zip codes, Citi was able to use Out-of-Home to strategically surround retailers. This allowed the company to reach the consumer at a variety of touchpoints throughout the day, including the point of sale.



Creative Execution

To strategically penetrate each market with the message that Citi MasterCard in Google Wallet is an innovative, new payment form, a variety of outdoor formats were sourced targeting 444 national retailers in 37 zip codes. This included street furniture (including 245 phone kiosks in New York City), 27 double-decker wrapped buses, and bulletins, along with large-format placements such as wallscapes. The messaging encouraged consumers and techthusiasts alike to “say hello” to their new credit card.

To supplement traditional efforts in each market, interactive digital storescapes were created so that consumers could experience and engage with the technology in person. These interactive displays were live in each market over the course of 8 weeks.



Results and Effectiveness

During the campaign, visits to the Google Wallet site increased 140% over the previous 8-week period. A campaign survey showed that based on the ad campaign, 41% of respondents are likely to download the Google Wallet application and 39% are likely to pay for products and services with their mobile phone. Nearly two-thirds of respondents said that the ads were memorable for their association with Citi and that Citi is an innovative company based on the messages conveyed in the ads. Finally, in key Citi markets, aided awareness of Google Wallet increased 88% and interest in Google Wallet jumped 130%.