Citi Bike: The Battle to Win Back New York

This case study explains how Citi, the bank, used an insights program to develop communications to promote its 'Citi Bike' sponsorship scheme in New York City, US.

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...

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