2009 GOLD

FINANCIAL SERVICES, CARDS

WHAT'S YOUR STORY?

CITI CARD, CITI

Robert O'Leary, Mngng. Dir.-Global Advt.
Tina Davis, VP-N. Amer. Advt.
Debra Coughlin, CMO-Cards
Jennifer Lindauer, Dir.-Advt.

PUBLICIS

Rob Feakins, Pres.-CCO
Peter Smith, Exec. VP-Global Creative Dir.
Laura Stamm-Boyd, Sr. VP-Group Creative Dir.
Matt Leopizzi, VP-Assoc. Creative Dir.
Alex Van Gestel, Exec. VP-Group Dir.
Bryan Yasko, VP-Mgmt. Super., Cards

MEDIAEDGE:CIA

ATMOSPHERE BBDO

Citi Cards created a unifying brand platform to drive usage. The insight came from customers -their bill statements were like a diary of experiences. The big idea was the things people buy with their Citi Card help create the stories of their lives. A multi-channel approach launched the campaign. Tracking showed that Citi outperformed all competitors (all with longer established campaigns) and beat the category average on key metrics. After the first year, overall Citi Card usage increased by 8.4%.