Citibank: Citibank Chasers

Sanjeev Kapur and shweta singh

Campaign details

Brand owner: Citibank India
Agency: MEC India
Brand: Citibank
Country: India
Channels used: Email marketing, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media
Media 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 to be different when it delineated a territory where it sought to be unique and succeeded in great measure.

The objectives were threefold:

  • Make cardholders spend more.
  • Increase brand preference.
  • Activate at least 10% of the dormant user base.