This breakthrough launch leaned heavily on paid media, with messaging designed to be notable, hyper-relevant and essential in people’s mind. A mixture of humorous, talent driven messaging and hard-hitting product stories across paid and owned channels worked in concert to drive consumers to digital application pages. The goal was to build excitement around applying for and using the Citi Custom Cash Card by building awareness and message association. Our media plans helped deliver against the overall approval goal and exceeded the business account goals desired for six months post-launch.

Our strategy was to get consumers interested in the Citi Custom Cash Card by activating through a web of paid and owned touchpoints. The channel plan was crafted to put consumers in the driver’s seat, illuminating a path towards the card that is uniquely designed to fit the needs, wants, and interests of each prospect. These were so unique that no two paths are the same. Data signals and smart targeting across each phase of the consumer journey made sure every message served was hyper-relevant, dynamic, and reinforcing product benefits.

Linear TV, CTV/OTT, addressable TV, broadcast TV, custom content partnerships, sports sponsorships with the Mets, Citi Bike rideshare sponsorships, digital audio, custom high impact, native display, and programmatic formats were all essential in creating a clear experience with the product. Each message was designed to address the awareness, consideration, and purchase phases of the journey. Videos were updated in flight to include more branding elements and spotlight distinctive brand assets to boost brand linkage and ad memorability. A product hero video message was also introduced in flight to emphasize functional reasons-to-believe behind the card. Contextual ad targeting was aligned to the categories within the various creative executions.

The Custom Cash Card was a brand-new product with no existing equity while competing against many new entrants with compelling sign-up bonuses, making it even harder to break through and differentiate the card. The combination of powerful creative supercharged by smart targeting, helped not only deliver against the overall approval goal, but exceeded the business account goals desired for six months post-launch. The campaign also moved brand health metrics exceeding benchmarks driving lift in awareness (+14%), consideration (+60%) and purchase intent (+66%) in the first 6 months.