A teenager sleeps at 3:10 A.M. Dad opens the boys door while vacuuming, tests the fire alarm, blows an airhorn, and finally shoos a squirrel into the bedroom. In the morning, the groggy teenager leaves the house. The spot informs consumers that 80% of parents worry about paying for college a Citipro financial check-up can help.
哲学
By helping it tap into a deep truth about consumers' relationships with money, and then communicating it everywhere the bank and customers came together, we helped Citi exceed every ambitious business objective. Citipro is the best product proof of the brand strategy - an ongoing financial check-up designed to help consumers find financial balance. Our efforts were awarded Financial Services Marketing Campaign of the Year.
问题
Citibank had everything going for it: scale, quality, management, profititability. What it didn't have was a clear brand image in the minds of its customers or prospects. All it stood for was "big." Most financial planning tools look only to the future. Citipro is different - it's an ongoing planning tool designed to help you live your priorities both today and tomorrow.