Citi encourages Australians to rethink their banking in new campaign via Isobar, Sydney

Global financial services company, Citi, has today launched its new Rethink banking brand campaign in Australia, which aims to inspire consumers to appreciate the good feeling that comes from making a savvy financial decision.

Developed by digital creative agency, Isobar Sydney, the Rethink banking campaign is spearheaded by celebrity chef, Citi customer and Citibank Dining ambassador Gary Mehigan. Each campaign video follows Mehigan on his journey as an everyday Citi customer, making the most of his banking accounts and appreciating the rethink feeling every step of the way.

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Bringing to life the perks that come from being a Citi customer, the creative shows Mehigan receiving restaurant recommendations via his Citi app, appreciating a free bottle of wine at a Citibank Dining Program restaurant, and enjoying Citi’s free ATM withdrawals locally and overseas.

Says Mehigan: “I’ve been a Citi customer for 12 years and they have always supported my local and international banking needs. Of course, I also love the support Citi provides to the restaurant industry, and the fact that as a customer, I can be rewarded with a free bottle of award-winning wine when I dine at Citi partner restaurants.”

Says Linda Duncombe, managing director, Customer Franchise Australia: “At Citi we are passionate about offering innovative and convenient solutions to our customers, providing services not ordinarily associated with a traditional bank. Our Rethink banking campaign aims to showcase that, talking about the things we know we do best in this market – our ATM network, our Dining Program and our new mobile app.”

Says Rod Farmer, general manager at Isobar Sydney: “Building on our partnership with Citi and the Dentsu Aegis Network, this campaign reflects the simple truth that Australians are seeking more emotional and personal benefits from their banking products. Via this campaign, we wanted to bring Citi’s brand position ‘Rethink banking’ to life, in a new way that feels more relevant to Australians, attracts customers online, and provides a more emotive and accessible brand position for Citi to deliver long-term benefits and loyalty.”

The new campaign will run across digital channels from July through to September.

Client: Citi

PR: Haystac Sydney