Citi Banks On Little Known Credit Card Feature In New Campaign

Citi Banks On Little Known Credit Card Feature In New Campaign
B&T Magazine
By B&T Magazine



A couple of weeks ago, Citi Australia launched an advertising campaign to introduce Australians to a useful but relatively unknown feature of Citi credit cards – Instalment Plans.

The Instalment Plans feature allows a ‘buy now pay later’ approach to recent eligible purchases and retail balances, essentially turning a customer’s credit card statement into smaller, fixed payments over a select term.

For those needing to pay for big-ticket items or their statement balance, this is a feature of great benefit.

To demonstrate the benefit of Instalment Plans, the new TV commercial features a bridesmaid who describes the financial challenge of being invited to multiple expensive weddings in the same year.

It shows how the mounting costs can be easily and effectively managed with a Citi Instalment Plan.

The TVC is supported by digital placements, social videos and targeted outdoor:

This is the first expression of Citi’s ‘Get things going’ creative platform, which positions the bank’s financial products as tools for managing their finances

prudently, enabling our customers to feel optimistic about the future and their financial position.

Citi Australia’s head of digital sales and marketing, Samantha Elliott said: “Citi has a culture of customer obsession. This new campaign centres on that.

“It uses a scenario that most people can empathise with, with a dash of insightful humour, to demonstrate how our products can help our customers make meaningful progress in their lives.”




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