Citibank: Second Intention marriage
Direct Marketing Association - US, Silver Award, 2008
Having recently acquired Credicard, Citigroup wanted to convince cardholders to open a Citibank checking account.
Having recently acquired Credicard, Citigroup wanted to convince cardholders to open a Citibank checking account. Since some customers carried Credicard specifically because it wasn't previously associated with a bank, Citibank knew it had to be inventive. Mailings used the theme of a wedding proposal to emphasize how opening an account was the beginning of a wonderful relationship. An initial mailing announced the imminent arrival of an important invitation. The invitation later arrived asking customers to join in union with Citibank and offered incentives of cash, points, and miles, depending on the particular card recipients carried. A response rate of 9.8% produced an ROI of more than 400%.