Unlock New York
The global financial meltdown hit Citi's reputation 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. Citi wanted to get back to the days when its brand stood for progress with an idea that would break through the NY advertising clutter.
Our communications challenge was to: Win Back New York. We had to win back the hearts and minds of New Yorkers, to reverse, or at least stabilize, the long-term decline in brand health. But there was no way a typical corporate ad campaign would overcome the huge trust barrier Citi faced. We needed a silver bullet.
We wanted to allow New Yorkers to experience our brand vision of Progress. The answer? Citi Bike. As New York's original bank, we share the native New Yorker's pride in and love of the Big Apple. We'd align with our target around this shared love by helping them experience New York like they had never done before - When You Unlock a Bike. You Unlock New York.
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Accolades
NATIONAL ADDY'S Gold - Non Traditional/Campaign
NATIONAL ADDY'S Gold - Integrated Campaign
ONE SHOW Gold - Integrated Digital & Physical Products
ONE SHOW Silver - Product & Mobile Integration
Local AAF Awards (ADDY's) Gold - Out-of-Home/Campaign
Local AAF Awards (ADDY's) Gold - Integrated Campaign
Local AAF Awards (ADDY's) Gold - Non Traditional/Campaign
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Outcomes / Stats
- 12 Million Miles Biked (880 trips around the Sun!)
- 480,000,000 Calories Burned
- 97,500 Annual Memberships
- Over 280,000 App Downloads