To strategically penetrate each market with the message that Citi MasterCard in Google Wallet is an innovative, new payment form, a variety of outdoor formats were sourced targeting 444 national retailers in 37 zip codes. This included street furniture (including 245 phone kiosks in New York City), 27 double-decker wrapped buses, and bulletins, along with large-format placements such as wallscapes. The messaging encouraged consumers and techthusiasts alike to “say hello” to their new credit card.

To supplement traditional efforts in each market, interactive digital storescapes were created so that consumers could experience and engage with the technology in person. These interactive displays were live in each market over the course of 8 weeks.

During the campaign, visits to the Google Wallet site increased 140% over the previous 8-week period. A campaign survey showed that based on the ad campaign, 41% of respondents are likely to download the Google Wallet application and 39% are likely to pay for products and services with their mobile phone. Nearly two-thirds of respondents said that the ads were memorable for their association with Citi and that Citi is an innovative company based on the messages conveyed in the ads. Finally, in key Citi markets, aided awareness of Google Wallet increased 88% and interest in Google Wallet jumped 130%.