The media team found a way in which media itself (not just the creative) could communicate the two core ideas behind the advertising for the Citi.you credit card: personalisation and the cool design of the card. We decided we would hand out sample 'credit card' on the streets to showcase the design, and tied that idea into a radio contest which would communicate the card’s personalization benefits. We turned to a radio station as a partner and challenged our creative team to design 'cards' to give out, write radio scripts for our contest, design auto wraps, and create costumes for the street teams.