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 BUILT TO MAKE EMPLOYEES FEEL THE BRAND PROMISE: REWARDS THAT ALIGN BEAUTIFULLY WITH REAL LIFE.THE DEBUT OF MEET ME AT CAMPARI WAS A DAYTIME PORTFOLIO TAKEOVER OF LATROBE’S ON ROYAL. NINE CAMPARI BRANDS CAME TO LIFE THROUGH GUEST BARTENDERS, INTERACTIVE ACTIVATIONS, AND UNEXPECTED TOUCHPOINTS THAT TURNED THE VENUE INTO A BUZZING SOCIAL CLUB. FINALLY, THE CAMPARI ACADEMY HOSPITALITY SUITE OFFERED A MOMENT OF RESPIRE AND CONNECTION, WHERE VIPS WERE TREATED TO CURATED SWAG, CANNED COCKTAILS, AND ONE-ON-ONE MOMENTS WITH BRAND AMBASSADORS.
EACH ACTIVATION BUILT ON THE LAST, CREATING A LAYERED EXPERIENCE THAT COMBINED SCALE WITH INTIMACY, SPECTACLE WITH BELONGING, AND PORTFOLIO STORYTELLING WITH PERSONAL CONNECTION.
