CITI CUSTOM CASH
DESCRIPTION
In 2021 Citibank launched a new credit card targeted to a younger audience. The New Cash card provides personalized value by automatically giving customers the most cash back in the category where they spend the most, as well as the flexibility that makes the card work best for you.
In close collaboration with other agencies of the Publicis Groupe, we developed the following platforms: Product Positioning, Visual Identity, Creative Concept and Digital Acquisition
ROLE
I worked as the Creative Director responsible for overseeing the acquisitions creative team of the product launch. In addition, I worked closely with a larger creative team responsible for developing the Product Awareness messaging and visual language to ensure messaging and visual style were consistent across assets and the entirety of the user journey.
PRODUCT POSITIONING
You Do You. Citi’s new Custom Cash Card automatically rewards you for living your best life.
CREATIVE CONCEPT
“IT PAYS TO BE YOU”
Being you is a full-time job. It’s fun sometimes. It’s hard sometimes. It’s all over the place sometimes. But it’s totally necessary, like, all the time. Well, now there is a card where being 100% you has its benefits. You can live like you. Spend like you. And it will literally pay off — just for being you.
Online Videos
Celebrities such as Dan Levy and Rashida Jones were leveraged to help break through the noise and create traction among our main audience. The online video showcases funny situations in which each of them displays their authentic and humorous personalities. We pair these videos with a product-driven online video that surfaces loud and clear the value proposition of Citi's new cash credit card.
Display Banners
The campaign took a dual messaging approach. A combination of product-driven and celebrity banners drove users to the landing page. This allowed us to make the most out of the celebrities, as well as to bring forward the product’s value proposition.
Landing Page
The landing page’s main objective is to drive App Starts. With that in mind, the page presents the product and its value proposition front and center, while also tapping into the campaign's celebrities to ensure connective tissue between upper and lower funnel.
Digital Welcome Kit
New customers will receive a link to the The Digital Welcome Kit; a one-stop shop where they can activate, learn, and make the most of the product.