Brief Explanation

Citibank set to drive top-of-mind awareness of its global capability and position Citi as the leader and the top-of-mind bank on global banking services; to drive customer engagement and to draw attention of the 3 key products: (1) Handling fee waive on ATM cash withdrawal worldwide; (2) 4,000+ Worldwide privileges with Citi Credit Card and (3) 24-hr HK and US stock trading online. 3D paintings are popular tourist spots nowadays. Stunning 3D illusion images of popular landmarks and mentioning of Citibank’s key products can associate travelling with Citibank’s global network. It can also engage customer with photo competition.

Results and Effectiveness

Achievements of the campaign: 1) Awareness Generated 700k+ impression per week# Gained key publication coverage in HK including ODN, Skypost, HKET, Ming Pao, The Sun Social media exposure: generated 16 different posts from media Facebook pages including U Magazine; posts by Tony Hung generated 2000+ likes 2) Engagement Drives 3200+ visit to our photo competition via QR codes in the first 2 weeks 240+ participants of the photo contest with 2300+ votes in total Drives 30,000+ unique visitors to the minisite 3) Business results 131% actual acquisition over objective after the campaign launch

Creative Execution

We extracted and put together popular landmarks from around the world, each symbolizes a popular travel destination in Citi’s global network. The “small globalized world” was presented on a floor ad while pillar wrap and TV Ring Wrap were employed to highlight the brand and photo contest details. The photo contest was extended from the offline out-of-home ad to online. People could take a photo of them interacting with the illustrations, scan the QR code and upload their photo to the campaign mini site. The winner can win a round trip air ticket. The offline-online convergence maximizes the customer engagement.

Insights, Strategy and the Idea

Hong Kong’s global citizens who are frequent travelers demand a bank that understands their financial needs with a truly global perspective and able to provide comprehensive banking service when they travel abroad. A media with spatial advantage and right audience profile is required. MTR, the highest traffic transportation in Hong Kong, can provide both easy reach of the target audience and spacious station ad site for customer engagement. MTR Central Station located at the heart of Hong Kong’s business district is the strategic location to hit the target audience - mid-to-high income group and frequent travelers.