Citi wants consumers to rethink banking

6 July 2015

Creative Agency: Isobar

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Banking should make you feel good. In a new campaign Citi is encouraging consumers to rethink banking and make the most of their financial decisions.

The campaign, from Isobar Sydney, aims to inspire consumers to make a savvy finanical decisions by making the most of banking with Citi. 

It follows celebrity chef and Citibank Dining ambassador Gary Mehigan as he goes about his day as a Citi customer, enjoying perks such as receiving restaurant recommendations through his Citi app, free ATM withdrawals and having a free bottle of wine through the Citibank Dining program.

Mehigan said: "I’ve been a Citi customer for 12 years and they have always supported my local and international banking needs. Of course, I also love the support Citi provides to the restaurant industry, and the fact that as a customer, I can be rewarded with a free bottle of award-winning wine when I dine at Citi partner restaurants."

Citibank MD customer franchise Australia Linda Duncombe said the campaign showcases what Citi does best int he Australian market: it's ATM network, Dining Program and new mobile app.

The campaign will run across digital channels from July through to September.

Isobar Sydney GM Rod Farmer said: "“Building on our partnership with Citi and the Dentsu Aegis Network, this campaign reflects the simple truth that Australians are seeking more emotional and personal benefits from their banking products.

"Via this campaign, we wanted to bring Citi’s brand position ‘Rethink banking’ to life, in a new way that feels more relevant to Australians, attracts customers online, and provides a more emotive and accessible brand position for Citi to deliver long-term benefits and loyalty."


Client: Citi

Agency: Isobar Sydney

Creative team: Karl Reynolds, Marcel Moniaga, Tom McMullan

Strategy: Bernadine Brewer

Account team: Lorna Whitehead, Rianne Schuwer

Producer: Mel Sultana

Production: NiceBike

Media: Vizeum Sydney

PR: Haystac Sydney

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