Citigold, It’s More Than Wealth
Citigold is a high-end banking product provided by Citi for high-net-worth individuals. It offers a bespoke banking service with a dedicated relationship manager, access to the global financial centre and much more. Citi wanted to upgrade their current Citigold campaign, “Wealth on your terms”, and take it a step further, creating a 2.0 project.
Horizon FCB took this opportunity to connect with Citigold’s clients on a more emotional level, not just talking about wealth, but what wealth can offer you – because after all, wealth isn’t about money, it’s the freedom to have the life you have always dreamed of.
The campaign “It’s More Than Wealth” was created and launched with a beautifully crafted film on social media. Combining aspirational footage with an inspiring soundtrack that blended SFX with music, the viewer’s senses were heightened, drawing them into a world of experiences, adventures and possibilities.
The campaign was rolled out in the Middle East, with YouTube ads, social media posts, radio spots and an emailer campaign. “It’s more than wealth” is still live and going strong, the reaction has been overwhelmingly positive as people have connected with the aspirational messaging.
Credits:
General manager – Reham Mufleh
Executive creative director – Rodrigo Leal Rodrigues
Associate creative director – Fady Youssef Rofaeel
Senior copywriter – Lucy Elder
Senior Arabic copywriter – Bassam Doss
Senior graphic designer – Sinto Anto
Associate account director – Tanya Vahanian
Head of creative services & production – Hicham Soubra
Senior video editor – Anthony Heneine
