We built a rich, immersive website that gave nine athletes a platform to make their cases for their chosen programs. Their emotional stories would educate and move viewers, helping them to decide which projects would receive Citi’s donations.

To drive people to the site we used a wide-ranging experiential multimedia campaign, across social platforms, using real time Olympic results and athlete interactions.

The success of the campaign can be summed up by a variety of different metrics.

Our engagement levels were nine times higher than our competitors. Earned media impressions broke the 150 million mark.

By the time the campaign ended, every one of our athletes’ chosen projects had been funded 100% - to the tune of half a million dollars.

And, most importantly, predisposition to choose Citi had increased by 15 points.

Everybody won.