World's Smallest Bank

Background

In May 2007, Citibank launched a mobile banking product with Citi Mobile, software that allows you to bank from your cell phone. Wunderman were tasked with announcing the launch of Citi Mobile inside Citibank retail branches and recruiting customers for the service. There were two challenges to overcome. First, people go into banks to perform a specific task – deposit funds, pay a bill, etc. It is difficult to make them focus on any other subject. Second, customers are not aware of the potential of mobile banking.

Idea

The agency’s solution for overcoming these obstacles was to develop an unconventional installation. They created a glass-covered display case, pedestal and red velvet rope. The idea was to tell consumers that there was a museum-worthy piece to be appreciated - the world’s smallest bank! The creative approach emphasised the key benefit of convenience. And to ensure that the consumers understood the support points, the display case was developed with pockets for literature on Citi Mobile as well as response forms.

Results

At time of going to print, results were indexing at 120% of target.

Target Audience

Citibank current and potential customers.

Size

Selected retail banks nationwide.

Our Thoughts

Getting a corporate behemoth to give up its Manhattan retail space to something with an idea in it deserves all our praise. But having achieved this, why did the team, in the agency's own words, dress the idea "like a museum-worthy piece". Surely it should have been presented as a gleaming glimpse of the future not a shiny artefact of the past. SH