Cannes Lions

CITIMAX CREDIT CARD

MOHALLEM MEIRELLES, Sao Paulo / CITIGROUP / 2008

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Overview

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Credits

Overview

Description

To launch a new credit card with entertainment-related benefits.

Execution

Postcards were distributed at bars and restaurants all over the city.Each postcard contains a sculpture symbolizing a benefit provided by the Citimax credit card. The sculpture is made by folding the card.

Outcome

Action with "sculptures" representing the different features of the credit card. The sculptures were placed in some of São Paulo's largest multiplexes, along with panels containing information about the product, while promoters distributed postcards. 45,000 postcards were distributed during the 2 weeks of the project. In addition to the action at movie theaters, the postcards were available to the public in more than 400 locations - bars, restaurants and nightclubs. Targets could pick and choose from among the different cards available. The stock of 70,000 cards we printed was depleted in just one week.

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