Making a big bet
to win back New York City
After the financial meltdown of 2008, the press singled out Citi as the poster child for banks “too big to fail,” and our brand health reflected it. In New York City, our brand health plummeted 37% between 2008 and 2012, while Citi’s competitors fell only 8% on average. Competitors saw their brands rally in the following years, but Citi did not. Despite an increase in media spend, we ended 2012 last among the top 6 banks in NYC in brand health.
But for Citi, to lose New York would be to lose the US. We simply had to reverse our fortunes. We needed a silver bullet. We believed the answer lay in returning to our roots, to the days when our brand stood for enabling progress.
#brandexperience #mobile #appdesign #mediainnovation #identitydesign
Unlock a bike. Unlock New York.
Pre-launch, the skeptics were out in force, led by the New York Post with headlines like “Citi Bike ‘heading’ for a fall.” But the people soon overruled them. As soon as the program and campaign launched, they simply couldn’t get enough of the Citi Bike experience. The Citi Bike program became a cultural phenomenon:
This brand experience & campaign generated over $4.4 million in earned media impressions in the first 13 weeks.
+25%
Lift In Brand Perception
$4.4MM
In Earned Media in just 13 weeks
+6%
Lift In New Card Applications
+41%
Lift In New Product Consideration
A Vehicle for Change
As Citi’s most visible and loved brand platform, we felt that it was our responsibility to use it to benefit the city and the world. Whether as a vibrant sign of support during Pride Month or as a way to create engaging philanthropic experiences, we looked to Citi Bike at every turn to help change things for the better.
Ride For Good
Ride With Pride
