Credicard Citi – Awareness and Adherence Promotion

Posted on January 18, 2009 |

Agency: Expertise Group

Client: Credicard Citi

Product: Credit Card

Date: February/ 2007

*Download original presentation here*

Background:

Credicard Citi – a credit card issuer company – set up a process to define an Agency to execute its yearly promotion.

Demand:

Despite raising the use of the credit card as a payment option or the average ticket value, this time they were looking for a promotion that would be able to attract non-traditional clients (that own the Credicard Citi card but don’t adhere to its promotions) and potential users.

Development:

The strategy behind the promotion was set to stimulate the target to think of the proposed prize – a million reais – and its almost limitless possibilities by asking the question: What would you do with one million reais?

As we could analyze in similar situations (like when there is a big prize being paid by the lottery for instance), when the public starts to think of the prize, to dream of it, they tend to get involved and adhere. Soon, still in the example, even the ones who never bet are inclined to do so.

Stimulating our public to dream with the proposed prize would result in a much more involving communication and lead us to a really efficient campaign.

Execution:

The proposed name for the promotion was “A Million Dreams”, linking its name directly to the prize being paid, one million reais.

All the campaign was based on asking the public “what would they do with one million reais” and them presenting the use of the Credicard Citi card as the viable way to achieve what they dreamt of.

We were also going to stimulate the public to tell us them dreams in many different ways, and then use the generated content to promote our communication.

This way, despite dreaming of the prize, the public would also recognize itself and its pairs at the campaign, feeling part of it and, of course, much more involved and inclined to adhere.

A multidisciplinary strategy was going to be used to reach such broad kind of consumers, trying to be present at different points of their regular activities.

Project Presentation:

To present such an ambitious project a film was made to be screened at its beginning.

The film, shot at the Presentation’s Room neighborhood, showed citizens being asked “what would they do with one million reais” and brought a lot of different and (mostly) funny answers. As the film goes on the reporter, walking down the streets starts to get closer to the place where the presentation is taking place.

Suddenly the screening is halted and, surprisingly, the reporter enters the room with his camera to ask everyone the now famous question, involving the client on the proposed strategy.

The content caught on tape was then edited and, at the end of the presentation, the same movie was screened, but now including the clients answer on the question.

To help support the presentation and, most important, to ensure anyone would be able to present it, a Script was written pointing out all the important arguments and commentaries on each slide. You can download the original script here.

Presentation Film – full version
(with clients at the end)