Citi Benefits - "Citi Benefits Digital Hub"

Publicis Sapient

Publicis Sapient Boston, United States

7021

Brand: Citi Benefits
Country: United States

Advertiser: Citibank

Title	Citi Benefits Digital Hub
Agency	Publicis Sapient
Campaign	Citi Benefits Digital Hub
Advertiser	Citibank
Brand	Citi Benefits
Posted	July 2015
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	We know that banking customers who utilize their product benefits are more loyal. However, to achieve this, we needed to make customers aware of the many benefits that are relevant to their lifestyle, with a fun, less bank-life approach. The audience this was created for are Citi banking, mortgage and/or credit card customers. Our strategy was to make a fun and engaging experience to encourage customers and prospects to discover all of the relevant benefits available to them through their Citi relationship. We created a customer-centric site that matches user with a lifestyle persona and then presents them with the benefits that match that persona. When a user opens the site, they are immediately given the opportunity to take a fun, mad-lib style quiz that will help determine their lifestyle persona. Once they submit their answers, they find out what benefits match their persona. Almost 200,000 users visited the site in the first three months since its launch, and about half have returned for subsequent visits. The lifestyle quiz and interactive content on the site has resulted in an increased in time-on-site of 50% over comparable marketing landing pages. Over 90% of mobile users played the lifestyle quiz. Social media have problem to the most effective source of traffic, driving 65% of all visitors, with Facebook and Twitter posts seeing an increase of 14% and 132 respectively over platform benchmark rates. “It’s creative, it’s engaging and it stands out from its competitors.” -Media Logic’s blog post on the Citi Benefits Digital Hub
Problem	34515281
Media Type	Web Site
Creative Director	Alejandro Mendoza
Experience Design Director	Alexandre Nicolucci
Associate Copywriter	Anthony Font
Copywriter	Ari Bazinsky
Director Creative Operations	Boris Stojanovic
Designer	Daniel Gonzalez
Broadcast Producer	Eduardo Santiesteban
Jr. Copywriter	Jonathan Fernandez
Copywriter	Jorge Gomez
Experience Design Director	Michelle Shahar
Associate Creative Director	Paul Amelchenko
Copywriter	Peter Wagoner
Designer	Sebastian Fernandez
Designer	Sergio Gomez
Art Director	Sonia Acosta
Art Director	Stacey Groth