CITI STRATA
employee activation
the challenge
Citi launched its new Strata family of cards and needed an internal moment that didn’t feel like another HR rollout. The goal was to turn education into experience, bringing employees into the vibrant, aspirational world behind Strata.
The challenge: how to make product benefits tangible, emotional, and memorable so Citi teams could become true advocates, not just informed employees.
the SOLUTION
SoHo Experiential designed an immersive, lifestyle-driven activation that invited employees to step inside the Strata story.
Each room represented one of the card’s core reward categories: travel, dining, and everyday spending, translating perks into sensory, shareable moments.
Guests explored thoughtfully curated spaces, interacted with branded installations, and created personalized keychains as takeaways; a tactile symbol of connection to the new Strata identity.
Every touchpoint was designed to bring the brand promise to life, showing how Strata rewards align seamlessly with everyday experiences. The result was a dynamic internal launch that transformed product education into participation, building excitement, understanding, and advocacy among Citi employees.
