Goal: To acquire new personal checking customers in the Hispanic demographic.
Solution: We ran a campaign around the 2010 World Cup that incentivized consumers to open or transfer new accounts with Citi. Customers received premiums including Official World Cup Soccer Jerseys, Branded Soccer Balls and Duffle Bags for switching to Citi.
Results: The campaign exceeded expectations by 1,000%. The original measure for a successful campaign called for 1500 new accounts and Citi acquired nearly 15,000.