Citi Bike: The Battle to Win Back New York
Campaign details
Agency: Publicis Kaplan Thaler Media: MEC Research: Publicis Kaplan Thaler
Case story introduction
The global financial meltdown hit Citi's reputation hard, nowhere more so than in its hometown, New York. In 2012, Citi's brand health was the lowest among New York's top 6 banks. A bold, progressive idea was needed to help win back the hearts and minds of New Yorkers. The answer? Citi Bike. Pre-launch, the program faced skepticism and accusations of "buying New York". But we converted even the most hardened cynics. This is the...