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.
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 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.