The Citi Rewards programme is a mainstay of the Citi Credit Card
proposition. It features a wide and varied multitude of
lifestyle, dining, gadgetry and travel options as well as the ever
popular cash rebates.
With the enhancement of the delivery platform into mobile via SMS,
we were tapping into a key insight of increasing the convenience
and immediacy of getting cash rebates instantly into
As part of the creative development process for the video
animation, we focused our key messaging points around:
- Redeem absolutely anything
- Anytime, anywhere convenience
- Simple, immediate redemption and enjoyment of rewards
In terms of the creative design, the visual elements on the screen
are kept to a minimal. Set against the distinctive Citi Bluewave,
the viewer’s attention is, at any one time, is simply
focused on icons to represent the different rewards options, or a
mobile handset screen.
Through a clear sequential narrative, the video opens with a cloud
of floating icons to represent the multitude of rewards options
and to communicate the idea of “Redeem absolutely
anything” using the cash rebates.
The viewer is then led through a step by step walk-through of how
he/she can view their rewards points balance, and how to redeem
the different cash rebates which are instantly credited via
Accompanying the clean visuals, are a series of bold supers to
help the viewer along the different messages communicated, as well
as subtitles at the bottom of the screen to further aid
understanding of the voiceover narrative.
- Visual design
- Video Animation
W3 Silver Award 2013: Branded Content - Promotional, Branding
Gold Award Winner at Loyalty & Engagement Awards 2015: Best
Use of Mobile