Citibank: AMAZON HOLIDAY SHOPPING

Credits & Description:

Advertiser: CITIBANK
Agency: RAZORFISH
Category: Best Use of Digital Media
Client Partner: Bryan Matsuoka (Razorfish)
Media Supervisor: John Koenigsberg
Senior Account Manager: Consuelo Martinez
Account Director: Melanie Gee (Razorfish)
Media Supervisor: Sabrina Formoso
Director/Consumer Insights: Arun Kumar
Senior Director/Media: Kerri Vickers
Assistant Media Planner: Lauren Jansen
Senior Analyst/Consumer Insights: Cameron Williams

Execution
While Amazon topped the competition with a massive 115.2 Million site visitors during Q4, their lead on rivals is greatest within mobile—almost 3x the reach of their next closest rival. With consumers flocking to Amazon across all devices, we began by crafting a multi-platform program that would engage consumers regardless of their digital access point. We injected ease into the difficult process of finding gifts with an interactive gift finder tailored to a variety of potential recipients, for example: “Colleague” + “Movie Buff”. For active shoppers on the desktop site, we built out a gift aggregator that surfaced the top selling toys of the season. A highly targeted registration drive for Shop With Points—functionality that enabled users to pay with their ThankYou points instead of burning through cash—led to over 120,000 Citi customers to sign up. Lastly, a cross platform promotion gave cardholders $10 back to spend on themselves for $50 spent on loved ones.

Effectiveness
Results were off the charts. Kindle users spent 34% more time with Citi’s gift finder than any other kindle ad. 80,000 shoppers who visited the toy aggregator went to Citi’s site to learn more about card offerings, while Shop With Points spending powered more than $8,000,000 in merchandise sales. Last but not least, the promotional offer led to a 25% increase in transaction values.

Strategy
The contemporary urban lifestyle has placed unique demands on Citi’s customers. Tight schedules, constant multi-tasking and increased need to get things done on the run has led Citi customers to value on demand solutions that bring simplicity to their world. Simultaneously, Citi challenged us to drive incremental credit card usage in a fragmented transactional landscape. As we began to think deeply about these factors, the perfect idea to intersect the two came into focus: a multi-dimensional holiday shopping experience on Amazon that would bring simplicity to consumers at the most hectic time of year while impacting transaction share during peak season. We focused on solving a few of the Citi Customers’ biggest holiday hassles—untangle the web of choice with inspirational gift ideas, make it all more affordable with a cash back promotion, and offer ongoing payment flexibility that would continue to provide value long after the holidays are over.