Problem How does a company successfully introduce and differentiate a new paperless checking account product, in a crowded world of “free” checking solicitations? Solution Cleverly customize the message and media across multiple OOH formats in a way that will quickly and easily demonstrate how Citi’s paperless checking ac- count will protect consumers from identity theft. Background As identity theft clearly was emerging as one of the fastest growing consumer concerns in the U.S., the Citibank Access Account was launched by the Retail Bank to provide consumers with a more secure bank account, featuring no checks, no statement via the mail and no paper with your name and account number. In other words, Citi eliminated all the “paper trails” which identity thieves typically pillage t

Join for free to read