The Challenge
NYC is one of the most competitive banking markets in the country. Citizens was new to the market and needed to break through without the budget of an established market leader. The goal was to generate awareness, but the creative needed to feel like it belonged in New York, and not like just another bank ad.
The Insight
New Yorkers don’t want to be sold to. They want to be seen. The city attracts people who are ambitious, community-driven and proud of where they live. A brand entering that market has to earn its place by showing it actually understands the city. Citizens’ “Made Ready” platform, or the idea of being prepared for whatever life brings, fit naturally.
What We Did
I made illustrated ads for paid social and native placements on Timeout.com and Gothamist.com. The style was deliberately lighthearted and distinctly human in a category that leans heavily on stock photography. The campaign ran across Facebook, Instagram, LinkedIn and Twitter, targeted to NYC residents ages 25–44 across Q3 and Q4.
The Result
We gave Citizens some personality in a new market and placed it exactly where New Yorkers were already paying attention.
My Role: CW & Designer
Credits
CW: Andrew Ralston Smith
Designer/Illustrator: Andrew Ralston Smith
