Citibank invited us to launch their new referral initiative to an affluent multinational audience through delivering a 360 suite of digital assets.
Creative Strategy, Full Campaign
To launch the new referral initiative to an Asia based 18 – 35 market, Covert were briefed to explore concepts around the idea of sport and teamwork.
Our brief was to capture the essence of the clients brief. Money can be a team sport, we can work together to improve our livelihood and grow together, this served as the basis for the link to team sports. This both acted as a metaphor and tied in with popular activities of the target market, highlighting the benefits through an appropriate message.
To bring the team sport concept to life, we focused on concepts of different, relatable sports being played and enjoyed by different talents and at times juxtaposing duos. Conveying relationships that were fun and relatable. Though our target market were young adults, it was crucial we placed them within the context of a larger family & friends network.
Careful thought was put into building the visuals of the campaign through a diverse cast that would appeal and be relatable to the various international markets and demographic to which the campaign was to be promoted.
To deliver the 360 suite of assets, we arranged and executed a 2-day shoot sourcing a large, very specific cast & crew.
Working closely with a trusted production partner on shoot day, Covert liased with Citibanks Asian arm through real time video conferencing, ensuring quality control & consistent updates.
Once the shoot was completed and the raw assets were generated, we then passed these on to our post-production design team, who began designing them into the various formats and language versions required for platforms such as Instagram, Facebook and Twitter.
We animated the assets with an appropriate fun tone, whilst still keeping the messaging direct and informative.
Alongside the social campaign, we also looked to produce supporting assets for digital purposes, which included web and EDM banners amongst others.
These were designed with versatility in mind and ensured key messaging and core values were most prominent.
Because the campaign was set to launch across multiple nations and markets across Asia, it was imperative to ensure that all copy, terminology and visual content, was aligned with the market it was to be shown within.
Covert ensured that all assets were formatted for over 10 languages and 15 regions across the Asian market. This was to be completed for over 60 individual assets.
The Campaign ran across the multiple international markets for the following 2 months to great success, with numerous engagement targets exceeded. The campaign artwork was proudly displayed across leading online and social platforms alongside several iconic OOH locations including the side of a skyscraper in Taiwan.