To increase cardmember loyalty and “top of wallet” consideration, Citi created holiday-themed “Sweet Offers” to enhance existing and newly created partnerships with New York institutions and local businesses — complete with a local media blitz that could paint Manhattan in its iconic “Citi blue.”

To create a true takeover feel, Citi Sweet Offers branding was featured on taxi toppers, double decker buses, billboards in Times Square, Citi bike kiosks, panels inside Grand Central Station and in windows at all retail branches throughout the city. Key “Sweet Offers” included free desserts at participating restaurants, or complimentary hot beverages via vendors from the New York Food Truck Association. Entertainment and sports partnerships throughout the program helped Citi further break through the holiday clutter and reward its customers in the process.

From December 1st - 21st, 2015, Citi partnered with eight of New York City's hottest food trucks to offer cardholders complimentary hot beverages. The Citi branded food trucks visited Employee Locations, Citi Retail Branches and high-traffic Locations throughout NYC. These "rolling billboards" featured custom branding and traveled all over NYC, garnering millions of impressions while delivering value to Citi cardholders.

The program kick-off coincided with #GivingTuesday to leverage Citi’s Share Our Strength/No Kid Hungry partnership. In the spirit of holiday giving, each truck had flags and napkins promoting a donation to No Kid Hungry.

To add extra audience reach, Citi leveraged its affiliation with “The Today Show” to amplify the Sweet Offers program and Share our Strength partnership. In a segment with “Today” anchor Al Roker, Chuck Scofield from No Kid Hungry highlighted Citi's 2015 contribution of 10 million meals for children in need.

Citi outperformed its monthly benchmarks on both Facebook and Twitter with real time and promotional content targeted to New York City users.

The Citi Sweet Offers takeover of New York City yielded millions of impressions, and the Citi branded MetroCards reached commuters in a unique and unexpected way. Over 15,000 complimentary hot beverages were served to cardholders in three weeks.

Total social impressions: 7.6 million plus

Social Program Highlights:

- Capitalized on relevant social chatter surrounding #GivingTuesday, which accounted for 33% of the month's Favorability score (positive social interactions for the month)

- Contributed to #3 competitive ranking measured through Market Bridge (allowing Citi to surpass both Capital One and Wells Fargo)

Citi wanted to give back to New Yorkers during the hectic holiday season, and create “perceptual scale” of its market dominance in the process. By partnering with iconic New York organizations and personalities, Citi was able to captivate existing cardholders as well capture the attention of thousands of NYC residents and visitors. Program highlights included:

a.) A partnership with the MTA, including Citi-branded metro cards and wrapped train cars

b.) Leveraging Citi’s sponsorship of hunger-relief charity Share Our Strength and partnership with the NY Mets

c.) Pop-up events featuring GRAMMY nominated artist Andra Day and starting Mets pitcher Noah Syndergaard

Citi strategically positioned pop up events to drive amplification and support the No Kid Hungry initiative and leverage the existing NY Mets partnership through scheduled visits to employee locations, retail branches and high traffic areas. Other pop up events featured surprises from GRAMMY nominated artist Andra Day and starting NY Mets pitcher Noah Syndergaard, which provided fans and residents in New York City with unexpected, exciting moments.

This targeted approached allowed Citi to engage employees, drive awareness for retail branch locations, and capture the attention of card members, residents, and visitors. When not at a location specified by Citi, the branded trucks were out on their normal routes for service, and brought more than 15,000 hot beverages for cardholders. The high profile events drove awareness of Citi retail branch locations and further solidified the idea of Citi being part of New York City.

Background: New York is a highly competitive market for leading U.S. banks, particularly in entertainment sponsorships: JPMorgan Chase has exclusivity on all Madison Square Garden properties, including Radio City’s Rockettes Holiday Spectacular, and Bank of America is the title sponsor of Bryant Park’s Winter Village. Bearing that in mind, Citi wanted to create a distinct presence in NYC to breakthrough during Q4. By surprising and delighting Citibank and Citi credit card customers during the high traffic holiday season, Citi felt it could best stand out with memorable experiences and offers.

Objectives: Citi looked to activate a quick-turn, high-impact program to:

- Spread holiday cheer throughout NYC

- Amplify existing partnerships

- Deliver value to cardholders

- Paint NYC the iconic “Citi blue”