Citibank, America’s biggest retail bank, wanted to enter the debit card category by launching a ‘no fee’ debit card that also gave customers air miles.

Business Problem - To do this without undermining their lucrative ‘fee paying’ credit cards.

Creative Strategy - Lots of small, everyday purchases can add up to a large number of air miles.

Creative Approach - Lots of small media hits add up to a large media impression. We focused on one market, New York and specifically Connecticut commuters. Reach them through as many small non-traditional media hits as possible on their journey to work.

Results - 63% of Annual National target acquired in eight weeks in one market.