Citi DOUBLE CASH CARD
LAUNCH CAMPAIGN

THE ASK

Introduce the new Citi Double Cash Card into the market by creating a direct mail package, web banner, and landing page to drive awareness and encourage the audience to sign up. These materials will serve as the base for all through-the-line communications.

THE IDEA

MEANS WHAT IT SAYS
The Citi Double Cash Card says what it means and means what it says. So when we say you can earn double cash back, we mean it.

 

DIRECT MAIL PACKAGE

Address Side

Address Side

Billboard Side

Billboard Side

Letter

Letter

 
 

WEB BANNER

LANDING PAGE

 

THE RESULTS

Resulted in the successful launch of the Citi Double Cash Card, eventually making it the most popular card in its proprietary credit card portfolio. The direct mail package continued to be the “champion” acquisition piece for more than a year. The copy tone and design elements remain the standard as of today and form the basis of the Citi Double Cash Card style guide⏤which I wrote and later refined in 2020.