Why You'll Recognize the Tunes in Citi's New Campaign
Posted in: UncategorizedCitibank, which earlier this year commissioned a study that looked at music’s role in advertising, is using earworms like “Singin’ in the Rain,” “Double Lovin'” and “Here Comes Your Man” in its new campaign, “Welcome What’s Next.” The messaging, which highlights products like the Double Cash credit card as well as the Citi brand itself, debuted in Asia earlier this summer and hits U.S. broadcast on Tuesday.
The $69.9 billion bank has a stake in music. Since 2015 it’s been the title sponsor of the “Today” show’s summer concert series, and it has partnered with Live Nation on exclusive experiences for card members.
The financial services company is using music “as the catalyst to power these spots out in the marketplace globally,” says Jennifer Breithaupt, Citi’s global consumer chief marketing officer.
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