THE ASK

For the first time, Citi will be asking existing cardmembers to switch from their Citi® Double Cash Card to the Premier Card. We were tasked to entice the consumer with the potential of reward points versus simple cash back.

Key Strategic Idea

Make everyday feel more rewarding.

CREATIVE CONCEPT

Dear sightseers, day trippers, Uber riders, and world travelers, what if we let you in on a little secret... you could be getting so much more out of your card than cash back rewards. With a cash back card, you are missing out on the opportunity to go further, see more, or even make your commute a little less miserable. With Citi Premier, a world-class travel card, your earning potential is greater than ever. It doesn't matter if you’re on the move to see the Blue Lagoon or to jet across town, this card was made with every traveler in mind.