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Citi
Citi Olympics - "Every Step of The Way"

RAN IN: United States

CLIENT
Citi

Dermot Boden - Chief Brand Officer
Tina Davis - Director, Citi Corporate Sponsorships & Mktg.

AGENCY
Publicis Kaplan Thaler *Lead Agency

Tom Drymalski - EVP, Executive Creative Director
Perry Essig - EVP, Executive Creative Director
Ed Cousineau - VP, Creative Director
Dennis Greeley - VP, Creative Director
Maghan Haggerty - Acct. Supervisor
Michelle Naklicki - VP, Mgmt. Supevisor
Julian Newman - VP, Creative Director
Chris Stempky - SVP, Acct. Director


MEC North America *Lead Agency


GlideSlope


Matter, Inc. (A Daniel J. Edelman company)


Razorfish


SUMMARY

As a brand tarnished by the financial crisis, Citi saw the Team USA sponsorship as an opportunity to do more than just put rings on their ads. With the insight that nobody reaches the podium alone, they created a program called Every Step of the Way. It partnered with athletes to support selected U.S. sport programs, letting the audience decide where to allocate a large donation and follow the athletes. This insight paid off. Citi broke through in surpassing all first-time sponsors and changed brand perceptions amongst core audiences.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, OOH, PR, Retail Experience, Events

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English