Citibank touts instant rewards

BANK   REWARD   ADVERTISING   PUBLICIS   DDB PR   MEDIAEDGE:CIA

• Citibank launches Instant Citi Reward
  
• Publicis, Mediaedge:cia and DDB PR involved
  

Malaysia – Citibank Berhad’s newly launched "Instant Citi Rewards" is being marketed via print, point-of-sale (POS) and through customized customer communication while also being supported by PR initiatives.

"We launched Instant Citi Rewards as we received customer feedback that they preferred to obtain their redeemed items instantly as well as have a wider variety to choose from," Michellina Triwardhany, Citibank's country head for consumer banking said.

Numerous trials were also conducted at malls and partner outlets nationwide before the programme rolled out, which saw more than 23,000 items being redeemed in the last two years. 

"When we provided them with the option to instantly redeem their points at point of sale, more and more realised the value of obtaining items for their personal use or as presents, without using additional cash," Triwardhany said.

Besides the in-store and cashier POS initiatives, frontline personnel at Citibank partners' outlets have also been briefed to encourage Citibank cardmembers to try the programme.  

Over the next six to 12 months, Citibank is targeting to increase its merchant network to more than 200 outlets, with strategic partnerships in the health, food and beverage, and retail segments. 

Creatives for the campaign were done by Publicis while Mediaedge:cia did media. DDB PR was responsible for PR.

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