The missing _ink.
An old advertising wisdom says: There are only two things people buy: Good feelings. And solutions to problems.
So if you are CITIBANK / TARGOBANK and you want to sell credits to the people out there, you know: either they passionately want something they currently cannot afford. Or they already have afforded something they actually couldn’t afford in the first place.
CITIBANK’s credit, awarded for its safety and customer friendliness, needed a boost. So after identifying certain areas of credit usage (like renovating the home or more generally the pre-Christmas period), we focussed on three things: keeping it simple, being surprising and taking away the weight of the subject itself – by adding a shot of humour.