Page 47 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Excellence Award

“Citigold ‘Own The Affluent’ Campaign”
Citibank Hong Kong Limited

Citigold was the first to target wealth management in Hong Kong in 1982. With intensified market competition and ever-evolving
customer needs, Citigold created a business transformation to successfully ‘Own the Affluent’ and sustained leadership in priority
banking.
The campaign began with a step-back to gain deeper consumer insights through an in-depth study. It uncovered that the affluent
feel a strong sense of “Love Responsibility Debt” (愛的責任債) in their lives across different lifestages (30s, 40s , 50s+), no matter
if they are married, a family with kids or retired. Coupled with the fear of uncertainty surrounding the future, they desire to grow
their wealth with stability.
This insight gave birth to the campaign idea “Prosperity. Stability. For your loved ones” (為摯愛 穩中求富). It created a ground-
breaking, integrated product: a total wealth management solution, offering answers to the 3 key concerns of the affluent across
different lifestages – investment, insurance and mortgage.
The campaign also created a real differentiation through the premium pricing strategy “price-up, not down” to give customers
best-in-class services. Citigold breakthrough transaction-enabling Live Chat service provided a unique “Phygital” experience,
bringing convenience with a depth of engagement to customers, and Wharton-trained relationship managers escalated Citigold’s
service to world-class level.
The campaign was brought to life in an authentic way by Miriam Yeung and her husband showcasing their life stories and dilemmas
in different lifestages to resonate with the target consumers on wealth management needs. It also leveraged a series of WOW
digital content to tap into consumers’ behavior. It was the first bank in HK to engage our customers through Facebook Live Chat
with controversial topics of interest to generate top-of-mind awareness.
This campaign has broken records in garnering recognition. Going forward, Citigold will continue to ‘Own the Affluent’ by raising
the bar in the market and driving innovation based on customer needs!

Comments from the Judges:
It was commended as an unconventional and customer-centric campaign, which has successfully restored Citibank’s leading
position in a highly competitive priority banking market with effective communications strategies addressing the pain points of
the affluent segment across different life stages.
The strategic deployment of “Prosperity through stability for the loved ones” and “Love Responsibility Debt” closely linked with
the life commitments of the target customers, aroused their desire and created demand. By adopting cutting-edge Korean aged
look technology on its endorser, Ms Miriam Yeung and her husband, to project their future old age, Citibank was highly effective
in emotionally engaging the audience and further deepened the resonance. Moreover, the ideas of skype-style live chat platform
were thoughtful to connect with the audience and enhance consumer experience.
Both marketing and financial results were achieved and Citibank has successfully won the heart of the customers back. Citibank
has set a new golden standard in the wealth management industry and clearly differentiated itself from the competitors.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Collaboration Group
2. Starcom MediaVest Group
3. Tula Limited

45HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019