Citi - Live Richly
Departing from traditional banking advertisements that often emphasized financial jargon, "Live Richly" resonated with audiences by addressing universal themes of happiness and contentment, making banking feel more relatable and human.
The campaign's standout feature was its clever use of wordplay, presenting phrases with double meanings that prompted viewers to reflect on their personal values and priorities.
The campaign targeted a broad demographic, appealing to individuals seeking a deeper connection between their financial choices and their personal well-being, rather than just affluent customers.
TARGET AUDIENCE
About the
Campaign -
Departing from traditional banking advertisements that often emphasized financial jargon, "Live Richly" resonated with audiences by addressing universal themes of happiness and contentment, making banking feel more relatable and human.
Core Theme of the Campaign -
1. Emotional Connection: The campaign emphasized that money should serve to enrich life's experiences, not just be accumulated.
2. Clever Wordplay: Ads featured phrases with double meanings, encouraging viewers to think about their life choices and values.
3. Relatable Messaging: By focusing on everyday life scenarios, the campaign made banking feel more personal and less corporate.
4. Innovative Advertising: Utilizing unconventional media placements, such as ads in unexpected sections of newspapers, the campaign captured attention and sparked conversations.
5. Cultural Relevance: Launched during the dot-com boom, it provided a counter-narrative to the prevailing "get rich quick" mentality, promoting a more balanced perspective on wealth.
6. Long-Term Impact: The campaign's success led to increased brand awareness and customer engagement, influencing how financial institutions approach marketing even today.