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Citibank

Issue 10 | March 2009

Background

The primary account holders of Citibank Bahrain consist mostly of young families with children. The bank was looking to increase investments among this customer base, and introduced a Children's Savings Account, encouraging parents to save for their children's future studies. The brief was to let these customers know about this new account, through point-of-sale communication in all the bank's branches.

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