Citibank: Citibank Chasers

Due to intensifying competition in the market, international bank Citibank needed an unconventional campaign for the 2011 festive season in India that would make cardholders spend more and increase brand preference.

Citibank: Citibank Chasers

Sanjeev Kapur and shweta singh

Campaign details

Brand owner: Citibank IndiaAgency: MEC IndiaBrand: CitibankCountry: IndiaChannels used: Email marketing, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social mediaMedia budget: Up to 500k

Executive summary

Faced with competition that was stronger in terms of network presence and media spends, fighting the market share battle in a conventional fashion was not an option for Citibank during the festive season of 2011. Citi lived up to Michael Porter's maxim of strategy is about making choices, deliberately choosing...

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