Citi Inspires People to Make Their Presence Felt This Diwali with Their Social-Led Festive Campaign - #WhatsYourDiwaliDelight

Citi sprinkles some glitter with its social led festive campaign #WhatsYourDiwaliDelight

Diwali is much more than just a festival. It's that time of the year when everywhere you see there is a glitter. The glitter of online sales, lip-smacking food, new attires, meeting family and loved ones and of course, the decorations. In short, Diwali is that one festival we all look forward to with bright shiny eyes.

However, not everyone is fortunate enough to take a holiday and be with their loved ones. It could be because of a project deadline or an out-of-schedule meeting but missing Diwali pricks us all alike. And makes us wish that we should be home with the people we love. Citi captured this sentiment of nostalgia in its new social-led festive campaign #WhatsYourDiwaliDelight.

The core campaign idea was 'Even if you're not physically present with your loved ones, you can make your presence felt with a special gift'. Citi inspired people to do just that!

Citi also took into account the festive landscape and rise in shopping that happens during Diwali. It integrated a great range of offers for its customers during the festive season. The customers could avail these offers across leading brands in various categories through Amazon, Snapdeal, Flipkart, Apple, Reliance Digital and Shoppers Stop in shopping and MakeMyTrip in Travel, which were a perfect match with the overall shopping mood of the customers. The hashtag #WhatsYourDiwaliDelight helped weave the different offers presented by Citi into one garland, be it rich content or great offers. Hence this campaign had something for everyone!

Effectively using social media and on-ground activations Citi created numerous conversations around the campaign. The brand launched two heartwarming videos that beautifully captured the feeling of nostalgia and emotional bond shared with family especially around the festive season. The videos were a big hit among the online audiences and collectively generated more than 4 million views across Facebook, Twitter, and YouTube.

Further to help strengthen the campaign idea Citi introduced the concept of Digital Gifting through a contest on Facebook and Twitter. It asked users to tag the person they would like to surprise and share a story about how they would make Diwali special for them. The contest was run for 3 days which generated more than 260 million impressions and had a reach of more than 25 million. The success of the campaign could be judged from the fact that the hashtag #WhatsYourDiwaliDelight was not only top trending on Twitter in India but also started trending globally on the final day of the contest.

Citi moved the campaign beyond the digital space and brilliantly integrated it with the real world. To spread the festive spirit on-ground a Citi Zone was created where shoppers were asked to participate in a virtual reality game and win prizes for their loved ones. Live Twitter feed was displayed at the zone and people across age groups participated with a lot of enthusiasm and zest, playing games and posting selfies on the social media.

To amplify its brand association with the campaign, Citi delivered a consistent brand experience with the help of strategic offline branding at different touch points- Citi Branches, ATMs, malls and outdoor sites. Not only did it help in creating a synergy in communication but also ensured that everyone was well aware of how to make their Diwali special by associating with Citi.

This campaign is a great example for brands looking to run large integrated campaigns across platforms with digital being the key connector. Citi has brilliantly set an example of how great content can be delivered to customers in a cohesive manner across touch points resulting in effective digital conversations.