Citi has market-dominant
position for the Credit Card Segment, however, awareness of
Citi’s banking offering is not as high as the local banks.
Citi with a global footprint,
make international banking a seamless experience. How do we best demonstrate
the benefits of a Citi global banking relationship to this audience?
Insight:
Our TA, the affluent PMEB travels
frequently for work & leisure, and consume
media on-the-go via their mobile/tablet devices.
Idea:
Partnering with Newsloop
to create content on Citi World Priviledges, driving
engagement via this dedicated section on newsloop which highlights the
privileges & exclusive deals any Citi customer enjoys worldwide.
Results:
Interim stats as of 25 Jan: Overall, campaign
has performed well. Achieved extremely high CTR @ 0.35% CTR vs Inds Average at
0.09% CTR [Source: Sizmek Mobile Standard Banners 2014], and > 2.5mil banner
imps vs planned at 2.4mil imps, [source: publisher stats].
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