Cannes Lions

CREDIT CARDS

DENTSU YOUNG & RUBICAM, Kuala Lumpur / CITIGROUP / 2002

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Overview

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Credits

Overview

Description

Raymond Choong, Citibank, Head of Sales and Marketing.Rishya Joseph, Dentsu Young & Rubicam, Senior Vice President/Managing Director.Ong Shi Ping, Dentsu Young & Rubicam, Head of Art.Corrie Wong, Dentsu Young & Rubicam, Senior Account Manager.Tique Ewe, Dentsu Young & Rubicam, Account Manager.T.L. Tan, Dentsu Young & Rubicam, Print Production Manager. To promote the Citibank Credit Card's new and exclusive feature: lost credit cards replaced within 1 hour. Use the product itself as the medium and the message.Specifically in the environment where it’s most often used. The product = the medium = the message = the execution.

RESULTS:Significant increase of Citiphone queries on the new feature.Stochastic shares rose up to a record-high 92% in Malaysia. Weeks after the TV and print launch, the Creative Team came up with an engaging communication piece to further promote the Citibank Credit Card's new product feature (1-hour card replacement). The brainchild of Citibank’s Marketing Director, the 1-hour service provided a strong and single-minded platform. One that inspires strong ideas. The whole ambient campaign came into fruition with no involvement from the media team. It all started with "Let's print some cards and see what happens". This 1-hour card replacement campaign turned out strong and unique in many ways. It is intrusive yet effortless, quick to show immediacy in an irreverent sort of way.

The strategy, the medium, the message, the solution, the execution and the product itself. All these elements seamlessly interwoven.

Execution

Weeks after the TV and print launch, the Creative Team came up with an engaging communication piece to further promote the Citibank Credit Card's new product feature (1-hour card replacement). The brainchild of Citibank’s Marketing Director, the 1-hour service provided a strong and single-minded platform. One that inspires strong ideas. The whole ambient campaign came into fruition with no involvement from the media team.

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