Page 41 - HKMA 2020 Awards Souvenir Programme

Silver Award

“More Than a Bank in My Hand.”
Citibank (Hong Kong) Limited

Citi brought a revolutionary change to the banking industry through its Bank in Hand 2.0 Campaign by adopting an “Unlearn
banking and relearn customers” strategy. In 2018, with its Bank in Hand 1.0 Campaign, Citi was the first bank in Hong Kong to
promote mobile banking holistically, and became an industry Mover and Shaker with its success. By relearning customers’ needs,
Citi discovered that customers see banks as facilitators; and what customers truly care about are their lifestyle needs. This led Citi
to be a pioneer, evolving its platform from just a mobile app to a truly revolutionary customer-centric Lifestyle x Finance Digital
Ecosystem. A first in Hong Kong, Citi formed API partnerships with industry-leading partners to cater to every aspect of customers’
lifestyles: Dining, Shopping, Entertainment, Travel and Everyday Banking. Based on consumer insights, Citi also added new mobile
banking services and features including its Global Wallet and Remote Account Opening, creating a strong differentiation from
competitors.
For continuity with the 1.0 Campaign, the 2.0 Campaign’s message became “More than a Bank in My Hand”, announcing that Citi
has gone beyond a mobile app to become part of its customers’ digital lives everywhere they go. This consumer-driven approach
can be seen throughout the campaign: from celebrity choice to segmentation, messaging to media. Through the API partnerships,
Citi cleverly amplified its footprint on its partners’ platforms, effectively connecting with customers’ everyday lives through new
touch points that Citi had never reached before.
This “Unlearn banking and relearn customers” strategy helped Citi achieve record-breaking results and recognition, as well as
­enabled the Bank to become an API magnet. As an industry Mover and Shaker, Citi continues to foster digital, Fintech and e­ conomic
development in Hong Kong.

Comments from the Judges:
It was commended as a visionary and impressive campaign, which has spotlighted Citibank’s revolutionary lifestyle x finance
digital ecosystem offering great potential and synergies with various business partners. The campaign has enabled Citibank to
strategize its next milestone and manifest its desire to be “More Than a Bank in My Hand”.
The success of the campaign was backed by the extremely passionate team with an in-depth understanding of the latest market
needs and trends. Going beyond its “Bank in Hand 1.0” campaign in 2018, it launched “Bank in Hand 2.0” in 2020, a new digital
ecosystem powered by two key pillars - API partnerships and Mobile App Enhancements with new digital initiatives. The mutualism
of Citibank and over 30 renowned industry partners from platform integrations to marketing messages created a win-win situation.
The campaign was a tremendous success and reinforced Citibank’s image as an innovative bank that continuously rolls out market-
first products. In addition, Citibank has fulfilled their promises to accelerate digital capabilities, invest in new digital ecosystems
and embrace collaborations with Fintech companies.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Tula Limited
2. Starcom MediaVest Group

39HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020