The spot opens on a woman about to give birth. Her husband races around the delivery room questioning the doctors and nurses in an attempt to try to save money. He questions the number of nurses in the room and suggests ibuprofen instead of the epidural. The spot closes informing consumers that 70% of married couples argue about money - that's where a Citipro financial check-up can help.
Philosophy
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.
Problem
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.