The Driver’s Edge Card is a credit card from Citi that earns its members rebates they can use toward the purchase or lease of a new or used car, or even repairs. With its offbeat copy and photo, the “Boulder” campaign drew people in and conveyed a large amount of complicated information in an impactful yet entertaining manner.

Blending hard-hitting tactical information with the engaging humor of the Citi brand, the “Boulder” campaign consisted of many pieces working together across various media to spread the word. The campaign rolled out online with banner ads and splash pages in August ‘04 and was followed by print in publications such as Motor Trend, Autoweek and Kiplinger’s, event marketing at auto shows, in addition to direct mail shortly thereafter. “Boulder” generated awareness, drove response and leveraged the Citi brand in a powerful way.