Double Means Double
When we say double, we really mean it.
Wouldn't it be great if everyone said what they meant? In 2016, Citi launched an integrated campaign that established the Double Cash card as a simple, straightforward antidote to the category conventions of fine print and red tape.
A series of :15s and :30s played out the various "Say What You Mean" scenarios that arose over the course of the couple's date and the contractor's proposal. My favorite cuts are below.
DNCE FRONT ROW
The Double Cash spots feature music from the Joe Jonas band DNCE. As part of the Citi Concert Series, we created a 360 experience for DNCE's Today Show concert. Google VR headsets were mailed to the first 10,000 fans to RSVP. Each headset featured 1 of 4 band members and enabled fans to see the concert firsthand, because when we say front row, we really mean it.
EXPERIENCE THE CONCERT BY NAVIGATING THE 360 VIDEO BELOW.
OOH, PRINT + DIGITAL
The campaign was rounded out by OOH, print and digital pieces including Citibike kiosks, Citi Field billboards, and multiple placements in the NY Times.
DOUBLE CASH LANDING PAGE