Citi

Challenge: Citi was launching its first digital-only banking product, a high-yield savings account, in areas of the country where it had no physical presence. It was competing with well-established fintechs offering higher interest rates, and prospects knew Citi as a provider of credit cards - not banking products.

Insight: A group of like-minded people were trying to maximize their money by doing silly things that only saved a buck or two - eating in the dark, using takeout packets to refill their ketchup bottles and cutting their own hair.

Creative Campaign Approach: Show prospects there’s a smarter way to make the most of their money, illustrating some of the humorous ways they were trying to save money in upper funnel assets while driving home interest rate in lower funnel assets. You can see the go-to-market strategy here.

Creative: