Tabling events on and off college campuses have been one of the more successful channels for Citi. While application rates are high, the subsequent activation rates could use a little boost. Citi asked us to test a more lucrative incentive (fly anywhere in the U.S. for a flat fee of $199.) Like any good client, they asked us to explore some outside-the-box concepts for this promotion.

Like any good creatives, we did the opposite and literally went back inside the box. Life-size cardboard shipping boxes were stacked as free-standing scupltures in close proximity to the Citi tabling event. They drew the attention of even the most jaded college students as lines quickly formed and applications rose. Messaging on the boxes reinforced the offer in a fun way, "There's a better way to fly cheap." Free t-shirts and wild postings also helped drive traffic to the table. We strategically timed tabling events (just prior to Spring Break) to make the offer even more appealing.

If you noticed more backpacks in the overhead this spring, you can thank this innovative use of media. Citi has requested that we keep results confidential, however, the responses from students and Citi were very enthusiastic and exceeded program goals for activation.