CITIBANK
AADVANTAGE GLOBE
the challenge
CITI SET OUT TO INTRODUCE THE NEW CITI® / AADVANTAGE® GLOBE MASTERCARD® TO ONE OF ITS MOST IMPORTANT AUDIENCES: CITI EMPLOYEES. THE OBJECTIVE WASN’T SIMPLY AWARENESS; IT WAS INTERNAL ADVOCACY.
THE CHALLENGE: CREATE AN EXPERIENCE THAT MAKES THE CARD FEEL ASPIRATIONAL, INTUITIVE, AND RELEVANT TO THE “PURPOSEFUL TRAVELER,” WHILE TRANSLATING THE CARD'S BENEFITS INTO SOMETHING TANGIBLE, MEMORABLE, AND UNDENIABLY FUN.
THE ACTIVATION NEEDED TO EDUCATE, ENTERTAIN, SPARK SOCIAL SHARING, AND MAKE EVERY GUEST FEEL LIKE THEY’D BEGUN A JOURNEY; ALL WITHIN A SINGLE DAY, ALL ON-SITE, AND ALL WITH A DESIGN SYSTEM THAT MIRRORED THE SOPHISTICATION OF AN AUTHENTIC TRAVEL BRAND.
the SOLUTION
SOHO TRANSFORMED CITI’S OFFICE INTO A MINI GLOBAL TERMINAL, GIVING EMPLOYEES A TRAVEL-THEMED JOURNEY THAT MADE THE NEW CITI® / AADVANTAGE® GLOBE MASTERCARD® FEEL INTUITIVE, ASPIRATIONAL, AND FUN.
GUESTS CHECKED IN AT A DEPARTURES WALL, RECEIVED A COLLECTIBLE BOARDING PASS, AND EXPLORED A SERIES OF INTERACTIVE TOUCHPOINTS THAT BROUGHT THE CARD’S BENEFITS TO LIFE. A PLAYFUL 3X BAG DROP CHALLENGED GUESTS TO GUESS LUGGAGE WEIGHTS FOR PREMIUM GIVEAWAYS, WHILE AN ADMIRAL’S CLUB–INSPIRED LOUNGE OFFERED CURATED MOCKTAILS, PRODUCT EDUCATION, AND A MOMENT OF ESCAPE FROM THE WORKDAY.
GUIDED BY SOHO BRAND AMBASSADORS, EVERY INTERACTION REINFORCED HOW THE GLOBE CARD ELEVATES EVERYDAY SPENDING INTO FUTURE TRAVEL; TURNING PRODUCT UNDERSTANDING INTO AN EXPERIENCE EMPLOYEES COULD FEEL, SHARE, AND REMEMBER.
