[November 21, 2016] |
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Citi Launches Digital Campaign To Spark a Nationwide Conversation About Money
Citi today unveiled a new nationwide digital advertising campaign to
encourage a conversation about an often avoided topic: money. With new
research by Citi showing that two-thirds of consumers believe that the
topic of money is "taboo" and half of consumers are uncomfortable
discussing money, Citi is sparking a conversation with customers about
their money to help them gain better command, confidence and knowledge.
"This new campaign puts the focus squarely on our clients and the fact
that everyone has questions, needs and concerns about money," said Jud
Linville, CEO, Global Cards and Consumer Services. "The campaign
highlights our commitment to helping our clients address and solve their
concerns in a sincere and human way. To us, it is about emotionally
connecting with them, partnering with them to improve their financial
lives and enabling their growth and progress."
The breakthrough campaign recognizes the fundamental truth that people
would rather do just about anything than speak openly about their
finances - even with a spouse or partner, their family, and closest
friends. The digital campaign brings money to the forefront of the
conversation by asking questions in a humorous "Would You Rather?"
format.
Millie Bobby Brown, best known for her role as Eleven on the Netflix hit
show Stranger Things, is featured in the campaign probing adults
on common money issues and posing difficult "Would You Rather?"
questions to get at the heart of why we avoid talking about money. A
teaser for the campaign launches today with ads launching in social
channels in the coming days - all centered around the uneasiness that
often surrounds money with the tagline: "Money's tough. Let's face it."
In tandem with the social spots, a content hub is aailable at citi.com/letsfacemoney
with articles, infographics, interactive calculators, quizzes etc.,
addressing top money avoidance topics and encouraging people to start
having the tough conversations. The content spans topics from "What
Kids' Toughest Money Questions Really Mean" to "Questions to Start the
Money Talk with Your Parents" and are informed by a panel of academic
experts who offer research and knowledge into the issue and potential
solutions.
2016 Citi Money Avoidance Survey
The new survey was conducted by Wakefield Research among 1,000
nationally representative employed U.S. adults ages 18+, between
November 7th and November 10th, 2016, using an email invitation and an
online survey. The margin of error for this study was +/- 3.1 percentage
points.
About Citi
Citi, the leading global bank, has approximately 200 million customer
accounts and does business in more than 160 countries and jurisdictions.
Citi provides consumers, corporations, governments and institutions with
a broad range of financial products and services, including consumer
banking and credit, corporate and investment banking, securities
brokerage, transaction services, and wealth management.
Additional information may be found at www.citigroup.com |
Twitter: @Citi | YouTube (News - Alert):www.youtube.com/citi |
Blog: http://blog.citigroup.com |
Facebook (News - Alert): www.facebook.com/citi |
LinkedIn (News - Alert): www.linkedin.com/company/citi
View source version on businesswire.com: http://www.businesswire.com/news/home/20161121005263/en/
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