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Now TV Gold Award

“Citi Plus Launch Campaign”
Citibank (Hong Kong) Limited

Citi has been an innovative pioneer, bringing revolutionary changes to the banking industry in previous years through “Bank in
Hand 1.0 and 2.0” campaigns. In “Bank in Hand 3.0 – Citi Plus Launch” campaign, Citi has continued to adopt its “Unlearn banking
and relearn customers” strategy, and discovered that the younger generation is usually ignored and largely uncared for by the
industry because they have both limited money and limited knowledge about how to get comprehensive banking and wealth
management solutions.
As a responsible financial institution, Citi is committed to being the game changer and providing the best client journey according
to every customers’ requirements and at their convenience. Over the past years Citi has worked hard to listen to clients and dig
deeper to find the root of their challenges when using banking / investment products in order to address their pain points. Citi
has created a ground-breaking banking product in Citi Plus – the first-ever 100% co-creation. Citi Plus was 100% co-created by
customers, KOLs, celebrities and Citi Hong Kong and Regional Teams all the way: from product development, client journeys,
beta testing, endorser selection, campaign launch, and even through to after launch. This is a best-of-both-worlds breakthrough
solution to empower wealth inclusion with financial education via fun gamification. It enriches the finance and investment
knowledge of the young generation, helping them to unlock every win along their financial journey, and to level-up not just their
finances but also their life.

The successful Citi Plus launch has helped strengthen Citi’s position as the industry Mover and Shaker and is another indication of
its continuous contribution to Hong Kong’s digital, fintech and economic development.

Comments from the Judges:
It was commended as an overwhelming and insightful campaign. Through smart and decisive proposition, Citibank has effectively
leveraged on its core strength to create a vibrant and young generation focused banking service and successfully solidified its
leading position against the tough competition from traditional players and virtual banks.

The objectives were clearly defined based on a credible and progressive analysis in a fast-transforming business and technology
environment. The campaign adopted a holistic approach from use of customer insight, product features design, big data analytics,
use of hybrid social and media platform to digital mobile execution. It was an ingenious integration of traditional banking not only
with online access, but also gamification and education. The bold company vision to capture the white space together with the
passionate and fast action team within the whole organization were the key success factors of the campaign.
Extraordinary results have been achieved as proven by a set of stringent performance indicators. The innovative co-creation
strategies helped Citibank develop “game-changing’ digital banking experience for the young segment and would become the
next normal for all companies. The campaign has successfully reinvented and transformed Citibank’s existing business model and
uplifted the brand equity from falling into the pure virtual space.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Tula Limited
2. Starcom Hong Kong

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

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