We needed to build on Citi's iconic "Live Richly" brand in a way that college cardholders couldn't ignore, by creating a voice and a dry sense of humour that would be recognisable - and welcome - when it arrived every 54 days in students' mailboxes. We found candid photos of young adults doing interesting, unexpected things and offered three humorous captions (including one focused on savings) to explain them. The campaign involved targeted promotional rates, stylized statements and even supporting emails that gave a fascinating, interactive new twist on the basic DM concepts.

Overwhelming! We exceeded Citi's expectations with a 30% increase in response over the control, an 80% increase in email clickthroughs (with a marked decrease in opt-outs) and a dramatic, lasting spike in overall card usage. The campaign became an instant control that dominated the college communication stream and ran for three years.