CITI CUSTOM CASH
DESCRIPTION
In 2021, Citibank launched the Citi Custom Cash Card, designed to resonate with a younger, dynamic audience. This innovative credit card provides personalized value by automatically rewarding customers with the highest cashback in their top spending category, delivering a seamless, user-focused experience.
In partnership with agencies across Publicis Groupe, we developed a comprehensive strategy for the launch, including Product Positioning, Visual Identity, Creative Concept, and Digital Acquisition.
ROLE
As Creative Director, I led the acquisitions team for the product launch, managing creative direction and collaboration with a broader team to develop cohesive Product Awareness messaging and a unified visual language, ensuring brand consistency across all user touchpoints.
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”
We wanted this campaign to celebrate individuality in a relatable and lighthearted way. Whether life is fun, tough, or somewhere in between, this card ensures that being yourself comes with real rewards. With the Citi Custom Cash Card, you can live and spend like you – and see it pay off.
Online Videos
To engage our audience, we featured celebrities Dan Levy and Rashida Jones in videos that highlight their authentic, humorous sides. These personality-driven videos were paired with product-focused messaging to communicate the card’s unique value proposition effectively.
Display Banners
We utilized a mix of product-centered and celebrity-focused banners, driving users to a landing page that highlighted both the product’s benefits and the campaign’s personalities.
Landing Page
Designed to encourage app sign-ups, the landing page keeps the product and its benefits at the forefront, enhanced by the campaign's celebrity elements for a cohesive brand experience.
Digital Welcome Kit
New cardholders receive a link to a Digital Welcome Kit—a personalized guide to activating, understanding, and maximizing the benefits of the Custom Cash Card.
Results
The Citi Custom Cash Card campaign surpassed key performance targets, achieving a 40% increase in brand awareness within the target demographic through celebrity-led videos, and a 25% boost in application starts via an effective multi-touchpoint strategy. Enhanced customer engagement was evident, with the Digital Welcome Kit reaching a 60% click-through rate, and digital acquisition was optimized by 30% through A/B testing, resulting in strong sign-up rates and making the card a popular choice for younger consumers.