For 2016, we tasked ourselves with developing a new campaign to build upon the success of the Double Cash card launch. We set out to create a new, emotionally based, value proposition for Double Cash – that went beyond product features and focused on a bigger brand ethos.
We developed a big idea: A "give it to me straight" position that serves as an antidote to the cash back category. We would be the hero that could be 100% straightforward and honest because when we say double cash back, we really mean it.
After seeing the success of this new "give it to me straight campaign", we wanted to bring this message beyond TV into the digital world. We tasked ourselves with creating a humorous, relevant extension that tapped into the same insight and revealed refreshingly honest truths in everyday scenarios.
As the Q4 approached, the team saw an opportunity to further showcase our brand ethos by creating a timely holiday campaign positioning the Citi Double Cash card as the card that "Says What It Means".
As everyone knows classic holiday cards can be a little one-dimensional and cliché in their portrayal of the holidays. Rosy cheeks, festive cheer, everyone smiling...all the usual trimmings. There's no mention of the stresses that come with braving the malls, finding the perfect gift, being "NICE" to your family or planning those exhausting meals. Which is why we thought creating a series of cards that were actually a little more honest and truthful about the season might be wonderfully refreshing, not to mention funny.
We partnered with our long standing partner Buzzfeed to create a series of 11 custom illustrated holiday cards that actually "say what they mean". These were featured in a comprehensive multi-platform program that included a round up post and quiz on Buzzfeed, paid media on Facebook, Twitter and Instagram.
Not only could people share on their social channels, we also provided download links to enable printing if people want to physically give one of the cards to their friends.
The program was the highest performing Citi program to date on Buzzfeed.
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