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.