Two people, a man in a black suit and a woman in a white shirt, are standing and talking inside a modern office or lobby space. Behind them are promotional banners for Citi's rewards programs, such as Citi Strata, Citi Strata Premier, and Citi Strata Elite, with information about points and luxury experiences. There is a small display table with promotional materials and a potted plant nearby.

CITI STRATA

employee activation

Two women having a conversation at a promotional event in a lobby, with a large display board showing information about Citibank credit cards.

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.

People standing and talking near a booth with Mastercard advertisements inside a large, modern building. There is a sign that says "Say Hello to Citi Strata SM Credit Cards." The environment looks like a corporate or conference setting.
A woman in a white polo shirt with a 'citi' logo assists a customer at a jewelry kiosk, which displays various jewelry charms and key tags.
Lobby area with promotional display for Citi Strata Elite, highlighting luxury experiences and hotel points offers. A potted plant is on the left, and various informational signs and a small wooden table are in the scene, with a large window in the b
Professional men and women shopping for jewelry or accessories at a retail store or trade show, with multiple plastic containers filled with colorful jewelry parts on a white counter in front of them.
A large vertical promotional banner inside a building promotes Citi credit cards, including Citi AAdvantage, Citi Premier, and Citi Elite, with rewards points information and a QR code. The banner is flanked by plants and is part of a spacious, moder
Two women are examining jewelry pieces at a display table with various jewelry accessories, while a drink is visible on the table.
Indoor display promoting the Citi logo and points at supermarkets: a comfy beige armchair with black cushions that have white text, a small white side table, and green houseplants. Signage includes 'Citi Strata Premier,' 'Make Every Moment Count,' an
People at a table with various jewelry parts and tools, engaged in assembling jewelry, in an indoor setting.
Sign in a shopping mall that says "Say Hello to Citi Strata Credit Cards" with display stands showing Citi Strata and Citi Strata Elite Mastercard credit cards, surrounded by green plants, with people walking in the background.
People at a jewelry or craft exhibition, examining and selecting jewelry or accessories displayed on tables.

42,600+ CITI EMPLOYEES ATTENDED

1,200+ custom keychains created

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