Citi needed a breakthrough launch for a new, innovative cash back card that automatically rewards customers with 5% back (up to $500 spent) on their top eligible category each billing cycle. This was their biggest cash card launch since Double Cash in 2014. The category was also entering into a new age of credit card wars with several new entrants and heavy competition. A bold, daring and distinct approach was critical to rise above the parity messaging within the category that had become wallpaper for most consumers.
Our goal was to get consumers to open a Custom Cash card by proving that Citi has a card that anticipates their needs and automatically adjusts to their lifestyles. The strategy was activated through an interconnected web of paid, owned and earned touchpoints with celebrity talent Dan Levy and Rashida Jones acting as ambassadors to bring the unique value proposition to life. Mass-reaching channels boldly brought the product story to consumers in unexpected ways. Out of home at Citi Field, through our Citi Bike footprint and leveraging our extensive branch network delivered in-person surround sound that reinforced key messages to consumers. Highly targeted digital channels increased purchase intent by making the card as relatable as possible to consumers’ lifestyles. Digital channels leading to application pages acted as a foundation to capture market demand. Custom creative units and content were critical to connect historically traditional channels to digital application pages through QR codes and clear calls-to-action.
The campaign, which used addressable TV, social, custom content, digital audio, paid search and programmatic, exceeded account expectations in less than six months after launch. Product awareness and intent increased by +5.7% and +8.3% respectively vs. a +5% benchmark, demonstrating how the campaign immediately struck a chord with consumers.
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