Citibank Regional
As creative leads on Citi's regional business at Leo Burnett, we developed the work ourselves, while overseeing output from creative teams.
Our focus was largely developing regional campaign playbooks for Citi's business segments and products with the aim of raising quality and consistency across APAC.
We're happy to report a move from solely tactical-driven work to campaigns driven with a thought.
Citi Premiermiles Card:
Where are you going next?
Citi Premiermiles, the world's first travel miles card, needed a revamp after a decade in the market. We know people who love travelling are always thinking about their next destination. They also love sharing this information. So our goal was to create a campaign to fuel this.
We managed to convince Citi to move away from the tactical miles "war" every other bank was playing ($1 = 1 mile), and to instead, inspire travellers by showing them all the wonderful places they can travel to with Premiermiles.
For this project, we created a new positioning, tone of voice, and look and feel. We also developed assets which local markets could plug and play across different media.
We'll be happy to share the full Playbook on request.
WEBSITE RE-SKIN
SOCIAL
CRM
DIGITAL BANNERS / VIDEOS
OOH
CITI GOLD Brand Refresh
The challenge from Citi Gold: help us modernize our positioning to meet the demands of what affluent customers are expecting in the FinTech age.
NEW POSITIONING: WEALTH ON YOUR TERMS
ULTIMA Branding Refresh
For Asia's super rich, there's a card from Citi that's just for them. ULTIMA. It's by invitation only. We were tasked to streamline its tone, look and feel across Asia.
