Ian K. Fettinger
Experienced Brand & Product Marketer
The Challenge:
How do you drive product awareness by piloting the card’s first-ever, standalone experience designed to inspire creativity and celebrate the card’s positioning and value prop, embodying the “You do You” mantra?
The Idea: Be You, Be Rewarded
In mid-November 2022 in Tribeca, we have consumers the opportunity to adapt our activation to them, at The Studio by Citi Custom Cash Card. Curated with playfully-customized illustrations from artist David Huang, we celebrated the individuality of our consumers and the card-spend categories that matter most to them.
Bringing it to Life:
To reinforce the value prop, we developed 5 persona types that correlated back to the spend categories. Each persona was woven throughout the set, artwork, AR Experiences and giveaways. Subtle nods to these spend categories were woven throughout all of the artwork within the space.
