CITI CUSTOM CASH PRODUCT LAUNCH
THE CHALLENGE
Credit cards often feel interchangeable—young, value-driven consumers needed a reason to care. Citi wanted to launch a card that truly stood out by delivering personalization as the core value.
THE IDEA
Celebrate individuality with a simple, powerful message: “It Pays to Be You.”
PRODUCT POSITIONING
You Do You. Custom Cash Card automatically rewards you for living your best life.
RESULTS
The campaign drove a 40% lift in awareness with our target audience, a 25% boost in applications, and a 60% CTR on our digital welcome kit—outperforming benchmarks and positioning Citi as a brand that understands real lifestyles.
ROLE
As Creative Director, I led a multi-disciplinary team of creatives, turning this core insight into a cohesive, high-impact campaign. Building on the idea of how personalization could move beyond a feature into an emotional promise.