afaqs!

Citibank: Get rid of blues with Blue

By Poojya Trivedi , afaqs!, New Delhi | In OOH News | December 24, 2010
The campaign, Powered by Citi, is targeted at individuals in SEC A, B and AB in the age group of 28-40 years.

Chennai based independent marketing communications company WPC India has rolled out an out of home campaign across six cities for the financial service giant, Citibank. The campaign, Powered by Citi, is targeted at individuals in SEC A, B and AB in the age group of 28-40 years.

"The brief from the company was very clear. It wanted us to paint the cities blue, while highlighting the company's motto to make life good to better," says Raja Mukherjee, chief creative director, WPC India.

The objective of the campaign is to promote Citibank's multiple offering and create maximum visibility. To do this, apart from the traditional outdoor hoarding, the company is also using transit media to provide maximum visibility. Buses and radio taxis are also being used in the campaign, along with bus queue shelters (BQS). The message is being reinforced by creating impact with large format sites.

Currently being carried out in Mumbai and Delhi, about 22 buses have been branded with Citi's offering and painted in Citi's blue colour. The agency has also used more than 100 BQS and about 40-45 cabs.

The simple creatives show how various offerings of Citibank can help the consumer get a better life, along with the slogan.

To ensure greater brand visibility, bus wraps have been used on King Long buses. Specific privileges and benefits of Citibank products are brought to life through innovative 3D hoardings on bus shelters, with messages such as 'Shopping Rewards', 'Banking on the Go' and 'Access to Golf'.

To bring out the 'Round the clock banking' feature of Citibank, an original clock face has been created, with motorised hands which show the real time.

3D floor standing units (FSU) have been designed to be placed inside various malls. These FSUs establish the various benefits and the rewards on offer from Citibank cards.

The six month long campaign, which is currently being carried out in Mumbai and Delhi, has already concluded in Pune and will soon be carried out in Bengaluru, Chennai and Hyderabad.

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