Brief Explanation

As the initial launch campaign for Citibank mobile financial service, the objective is to raise awareness, arouse interest and drive conversation. The idea is to leverage on personalities from the HK pop culture scene, through their vision and performances, create fun and interesting conversations about mobile financial services. For example, a local standup comic uses humour and gags to poke fun of banking services and merits of managing finances on your mobile phone. The campaign centres around an unbranded microsite that features the videos, asks users to comment and link to online application. The site allowed virals, downloads and had links to social network groups. The integrated campaign involved online advertising, outdoor, print, as well as YouTube, Facebook and other social media. The campaign involved 2 websites: the unbranded 'havemybank.com' site and the Citibank acquisition site. This unbranded site allowed contained conversation topics n banking - featuring videos from HK pop-culture personalities. The site allowed for sharing, downloads, forums and had links to social network groups and a click through to Citibank's branded mobile banking acquisition site. The results were phenomenal : - havemybank.com unbranded site - during the 2 month period, the site's conversion rate for click through the the acquisition site was 16.17%. The site performed well above the industry average which is in the low single digits. - YouTube - an impressive 57,000 views during the 2 month period is well above the average views for Cantonese videos on YouTube - forums - conversations on on mobile banking in local HK forums increased significantly during the campaign period and generated over 1,600 click thrus - The client's acquisition targets were exceed, and the approach for the campaign has been so successful that it is now the basis of a global model for Citibank.