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Citi
The Battle to Win Back New York

RAN IN: United States

CLIENT
Citi

Christine DiLandro - SVP, Head of Media & Integrated Mktg.
Elyssa Gray - Director, Head of Creative & Media
Jon Sellman - VP, Creative & Media

AGENCY
Publicis Kaplan Thaler *Lead Agency

Jeremy Bowles - Global Managing Director
Thomas Cashin - VP, Group Acct. Director
Rob Feakins - CCO
Kathryn Harvey - EVP, Group Acct. Director
Jim Kotulka - EVP, Executive Creative Director
Michael Taylor - VP, Planning Director
Freya Williams - SVP, Global Planning Director


SUMMARY

The financial meltdown hit Citi's brand hard, nowhere more so than in its hometown, New York. In 2012, Citi's brand health was the lowest among New York's top 6 banks. A progressive idea was needed to win back the hearts and minds of New Yorkers. The answer? Citi Bike. Pre-launch, the program faced accusations of buying New York. But we converted even the most hardened cynics. This is the story of how a unique brand experience helped Citi overcome the naysayers to revive the brand and Win Back New York.

CASE VIDEO


Hero Medium: The Bike Stations and Bikes

Medium Featured On Video: OOH,Other,Consumer Involvement, Citi Bike App

Audience: New Yorkers

Objectives: Build, change corporate image

Type: Business-to-Consumer

Classification: Local

Language: English