The Citi Double Cash Card Launch Campaign
Rewards cards are an ultra-confusing category where people have become so skeptical of credit card claims that they are inclined to reject them outright. The Citi Double Cash card had an even greater challenge with its novel value prop: Cardholders earn cash back in two ways, 1% on every purchase and another 1% when they pay their bill.
This flexible and fun campaign took on the challenge and elephant in the room with both directness and humor.
#productlaunch #360campaign #social #influencer #celebrity
An #incredouble teaser
Just prior to the launch of our full campaign, we teased the new Double Cash card on social media to generate awareness, create clarity around our novel value prop, and engage our target audience. Under the #incredouble umbrella, we created memorable visual metaphors for combining two great ways to earn cash in a single credit card. This sparked conversation and earned media through real-time social, influencer collaborations, and content partnerships.
We say double and we #literally mean it
After the success of our #incredouble, the stage was set for a full launch of the national campaign. At its core, the Citi Double Cash card keeps it simple: when it says “double cash,” it means it.
This was the strategic jumping-off point that led to a universe of honest and sometime #literal creative work. Activated across social, digital, VR experience, out-of-home, content partnerships and film (including a Super Bowl spot) this campaign propelled Double Cash to be the most successful credit card launch in Citi’s history.
Katy Perry and the rest of the Double Cash universe
Seeing the campaign’s instant success, we quickly expanded the Means What It Says universe. Dozens of characters and their stories came to life across all channels—from social/digital video all the way to the Grammy Awards with tv spots starring Katy Perry and her adorable dog, Nugget.