To do that, we knew traditional media placement wouldn’t create enough excitement. So we put ourselves into our customers’ shoes to try and imagine the most unexpected and impactful places to put these messages. We blanketed the city with pizza boxes, city subway maps complete with ATM locations and coffee shop bags in order to surprise and delight our customers.

The unexpected placement of the message not only created media excitement but raised awareness and usage of Citibank’s ATMs 200% beyond expectations.