DDB , Dubai / CITIGROUP / 2021
Citibank offers customers a wide array of credit cards that cater to their varied interests, offering a full-fledged selection of benefits in each area of interest that go beyond what other banks have to offer. Our objective was to create awareness about these cards and increase the number of leads. We wanted to encourage customers to 'go explore' and discover all the rewards that Citibank credit cards have to offer.
Our target audience: adventure seekers living in the United Arab Emirates from many different nationalities. This target segment has more disposable income than the average UAE resident, they're cultured, well-travelled, enjoy unique experiences, have a discerning eye, and appreciate original design.
We brought these Citi Credit Cards to life by visualizing them in an unexpected way, where the chip of the cards were transformed into a key element of the staycation or travel destinations themselves. From an aerial perspective, we created minimalistic scenes that depict extraordinary places and holiday experiences, while staying true to the layout of Citi Credit Cards.
The artwork was featured on credit card sleeves, in print ads, on digital screens, posters in Citibank's key branches, and also on Citibank's social channels.
Card inquiry rose significantly with digital leads increasing by 26% within the first week of the campaign.
Because of the aesthetically pleasing, eye-catching design, the artwork not only caught the attention of our target audience but was much appreciated from a design perspective, elevating the Citibank brand in the eyes of its sophisticated UAE consumers.