Citibank Singapore has launched Citi Plus, a comprehensive digital asset solution in Singapore. Targeted primarily at Singapore's increasingly affluent population, the Citi Plus social offering is offered through the Citi mobile app. To attract publicity, he teamed up with local comedian Rishi Budrani to produce two 30-second films parodying get-rich-quick ads before the launch. The ad said there is no quick way to get rich, but there is a way to do it - with a bank that knows wealth.
These teasers were shared across social and digital media and were enhanced through a partnership with Seedly, a personal finance community platform, and the use of connected KOLs. Among them were SGAG's Xiao Ming, Aiken Xia, Cheryl Wei, Christable Chua and Joanna Lim, who helped expand the theme of promoting wealth through a wealth-aware bank.
These films are part of a large-scale integrated campaign that began with a series of promotional teasers. Citibank then held an official one-day event at Ngee Ann City Civic Plaza last month to showcase the key features of Citi Plus using popular arcade games such as claw machines and basketball machines. The event was chaired by Boudrani along with Benjamin Khan and Xiaomin.
Following the launch, Citibank launched the 'Go ahead with a bank that knows wealth' campaign, featuring a brand film and large and impactful buys including bus covers, private room placements and online shopping. acquisition of Citi Plus digital channels and hosting of the show. Main offers. MullenLowe, Spark Foundry, 360 Communications, Bray Leino Splash and Concept Alliance Asia took part in the multi-million dollar campaign, which runs until October 31.
Myleen Ong, Citibank Singapore's head of digital sales and marketing, told MARKETING-INTERACTIVE that the creative idea is based on the fact that upstarts, whom Citibank calls "early earners," are at the threshold of life. to do With their own money - and they may have already started investing through various channels or taking out insurance. But instead of fumbling and stumbling on their own, they'll be grateful to have a reliable partner on their road to wealth.
The bank believes in the power of smart money management from the start and in providing the right resources and insight to help people manage their wealth holistically and build their path to wealth. “We wanted to create an emotional connection that felt timely, refreshing, relevant and reassuring. By using humor in our stories, we wanted our target audience to relate to the bank on a more human level and see them as an ally rather than "just another financial institution," Ong explained.
So, he chose Badhrani because the team is in awe of his natural storytelling and acting talents. Ong said being able to forge one's own successful path at a young age should inspire young Singaporeans. She added that each of the other KOLs was chosen based on two factors: they were a reflection of the affluent person/demographic and they matched Citibank Singapore's audience in terms of their aspirations and life stages.
“We are focused on delivering our value proposition to the clients we serve, from Citi Plus to Citigold and Citigold's private client segments. Customers as trusted partners in wealth”.
Ong joined the team last December from Mastercard, where she previously served as director of communications for Southeast Asia. She succeeds Luke Tucker, currently head of marketing for Asia Pacific, Europe, Middle East and Africa. When asked about Citibank Singapore's marketing plans for 2023, she said that next year will be the year that it redoubles its efforts to connect with people on an emotional level so that they open up and talk about their understanding.
Citing his Citigold True Worth campaign as an example, Ong said the campaign encourages people to stop and think about things of value. "We see strong headwinds as the year closes with the risk of a recession. People around the world are still dealing with high inflation, high interest rates, the energy crisis and unrest. While no one can say for sure how the economy will develop, there are one truth that remains absolute is that there are many things in life that money simply cannot buy.
At the same time, Citibank added, Citibank is also focused on providing the convenience, security and capabilities of its digital banking platforms, as well as better credit card offerings. Citi Plus offers a range of digital banking tools designed to help customers save, spend, invest, insure and build wealth awareness. These tools include the Citi Interest Booster account, which offers clients up to 2.8% APR if they qualify, and a digital wealth platform specifically designed to help clients manage their money, build wealth and achieve their financial goals.
Brendan Kearney, CEO of Citi Bank of Singapore, said: “This is a complete digital wealth-building toolkit for the new high net worth individuals. With more than 80% of our customers already using our mobile app every month, Citi Plus is a natural extension of our strategy to bring asset management to the smallest of customers. The oldest and most experienced in digital matters. What sets us apart is that we offer banking opportunities with a global company that seamlessly guides our clients through the various stages of their journey to wealth can help .
Ashmita Acharya, Head of Retail Banking, Citibank Singapore, added: "There is a growing demand for compelling digital banking with tools to help manage wealth and investments, especially among those who have grown up with messaging apps and social media. Citi Plus aims to help these individuals ready to start their journey to wealth by providing them with a potential channel as they seek to grow their wealth and become Citigold customers.
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