Citi Handlowy
Discover the details of the first Polish YouTube Director Mix campaign in the financial sector.
Analysis of Previous Media Activities
Advertising financial products is subject to many restrictions imposed by the Polish Financial Supervision Authority (KNF). However, this has never been an obstacle for us! We have been working with banks and financial institutions for years, and our campaigns are not only effective but also highly praised by experts. The “Tyle korzyści za 0 zł miesięcznie” campaign is an example of successfully leveraging the potential of modern media.
Our Mission: What We Wanted to Achieve
The main goal of the campaign was promoting the Citi Simplicity card—both in terms of increasing sales volume and building long-term relationships. The latter was the main challenge. In acquisition campaigns, offers with various bonuses were commonly used. These offers sell the card but do not encourage long-term usage.
We focused on the key advantage of the Citi Simplicity card: the Citi Specials program. It offers discounts and bonuses for purchases with around 300 partners, directly contributing to card usage and relationship building.
Strategy in Practice: Steps We Took
Together with City Handlowy, we created a campaign centered around 5 passions: travel, culinary arts, entertainment, shopping, and sports. We were among the first in Europe and the first in the financial services sector in Poland to use YouTube Director Mix tools. Over the course of the campaign, we utilized more than 250 video ad versions. Our strategy was based on the precise and contextual use of Google and YouTube user queries, promoting benefits focused on these passions.
Results, and Much More!
To say that the campaign was a huge success is an understatement! It generated over 6.5 million views from 1.5 million users. At the same time, it effectively boosted actions across various stages of the purchase journey, as confirmed by Brand Lift studies. We achieved nearly a 30% increase in ad recall and over 10% growth in purchase consideration.
The campaign won silver at the Video Mixx Awards Europe 2020 and received 2 Golden Arrow nominations!
