The idea was to indicate that something is changing and communicate the new positioning very strongly. We created in-branch material that was designed to have a direct impact on clients enquiring about Citibank products.Large banners were installed in all branches, as were building wraps, as normally used in renovations. When ATL (above the line) went on air, we pulled the banners down overnight. The new in-branch material went on display on branch windows and in ATM areas. Product leaflets, roll tops and light boxes were created.

All communication reflected the new "un-bank like", unexpected messages and visuals driving customers inside the branch.

In conjunction with the ATL campaign new positioning reached +85% awareness in 30 days. Walk-in clients enquiring about Citibank products have doubled since the new in-branch material has been on displayed.