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Citi says ‘Let’s Get it done’ for its new global brand advertising campaign

08-May-2007
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Citi says ‘Let’s Get it done’ for its new global brand advertising campaign

Global financial service sector company Citi has unveiled its new global brand advertising campaign titled ‘Let’s Get It Done’. The campaign has been executed through broadcast, print and online media. Publicis Groupe, Paris is the creative agency behind the campaign. In addition to the new tagline, the campaign makes use of Citi’s symbolic red arc, which is used as a metaphor for connecting human aspirations to realities.

Charles Prince, Chairman and CEO, Citi, said, “At Citi, our clients always come first. We are passionate about making a positive difference in the lives and futures of millions of people, organisations and communities around the world, and we wanted our corporate brand advertising to demonstrate our commitment to that.”

Speaking on the thought process, Bob Moore, Chief Creative Officer, Publicis USA, said, “The ‘Let’s Get It Done’ campaign is a call of action to people everywhere, telling them not to let their dreams just sit on a shelf. We have shot in locations like Shanghai, Barcelona, as well as the US, to help capture the global diversity and relevance of this idea.”

The advertising has been customised for different markets and cultures in a variety of languages. Kicking off the campaign, Citi’s new TVCs first premiered in Sydney, Australia, followed by time zones in Singapore, Hong Kong, South Korea, India, Russia, Germany, the UK, Brazil and the US.

Citi’s ads are presented on all major television networks and cable networks, beginning a 36-hour media blitz. The ads have appeared on the homepages of leading websites. International newspapers and other leading newspapers in important markets are also carrying the ads.

Explaining the marketing strategy, Prince said, “While talking to our clients, from large companies to individuals, we have found that people strongly believe a financial services company can help them achieve success. But they said it was very important that it be done ‘with’ them, and not ’for’ them — they want a skilled financial partner to be with them in the driver’s seat. We wanted to reflect that message in this campaign.”

The commercials feature various scenarios; such as someone buying a house, merging a company, or graduating from college, and tries to help companies, organisations and individuals achieve their financial dreams and goals. The underlying theme of this campaign is that Citi’s outstanding portfolio of financial products and services drives its clients towards financial success.

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