Citi

Citibank wanted to say “thank you” to its customers through a one-of-a-kind free appreciation program that rewards them for their everyday banking activities. The challenge was to develop communications that build awareness and generate excitement about membership into Thank You from Citi. The integrated and “experiential” marketing campaign launch included collateral, outdoor and bus shelters as well as extensive merchandising at Citi Financial centers – everything from in-branch posters and sandwich boards to outdoor banners and ATM screens. Since its launch it was hailed as being the future of banking: “Thank You” is more than just a rewards program, it’s a truly meaningful way to thank customers by making it easier and faster to redeem their points for the things they want most. It was the most successful customer retention promotion program in their history.