We were asked to communicate the wide range of mobile banking services available on Citi Mobile.So we created a cryptic financial crossword that was also a QR code. This communication was released as a print ad, sent as a direct mailer to potential customers, and placed as a magazine insert in coffee shops, lounges, waiting and reception areas.

Readers could scan the puzzle with their smartphones if it got too difficult to solve. On doing this, they were taken to a mobile site where the solution awaited them. A little while later, our message about the personalised assistance feature appeared, with a link leading to the Citibank Suvidha Premium Account page.

We created a cryptic financial crossword that was also a QR Code. We placed this communication as a direct mailer at coffee shops, lounges and waiting areas. If the puzzle got too difficult to solve, readers could scan it with their smart phones and be taken to a mobile site where they got the solutions instantly. A little while later, our message about the speed and ease of the Citi Mobile service appeared, along with a link leading to the Citi Mobile page.

Within just a month of the activity, over 15,000 customers had registered for the Citi Mobile service and about 12,000 had downloaded the app.