Citibank: Identity Theft Solutions campaign

Mark Lane

Between 2000-2002, identity-theft related complaints rose by 73% in the USA. This period represented a time of financial angst for Americans.

Citibank: Identity Theft Solutions campaign

Mark Lane

OVERVIEW

Note: Also see essay for Citigroup Inc.

In fall of 2003 Citibank, a subsidiary of Citigroup Inc., the world's largest financial services conglomerate, set out to bolster its consumer divisions' "Live Richly" umbrella campaign with a set of television, print, and outdoor advertisements that introduced its new Identity Theft Solutions service for credit-card holders. The service was a timely response to Americans' growing fears about the crime of identity theft and was intended to distinguish Citibank from its consumer-banking competitors and to thereby build on the people-friendly image cultivated in previous "Live...

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