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 a microsite that features the videos, asks users to comment and link to online application. This unbranded site allowed virals, downloads, had links to social network groups and a click through to Citibank's branded mobile banking acquisition site. The results were phenomenal: during the 2 month period, the site's conversion rate for click through the the aquisition site was 16.17%. The site performed well above the industry average which is in the low single digits.