Project:
Why Does Citi Sponsor Team USA?
Why Does Citi Sponsor Team USA?
The Short Version
The Situation
Citi was sponsoring Team USA for the Summer Olympic Games in Rio and wanted to use that platform to establish themselves as the go-to bank for Americans pursuing their financial goals.
Citi was sponsoring Team USA for the Summer Olympic Games in Rio and wanted to use that platform to establish themselves as the go-to bank for Americans pursuing their financial goals.
The Problem
Many believe that a bank has no connection to the Olympics or the athletes themselves. But like every American, these athletes are working towards a goal.
Many believe that a bank has no connection to the Olympics or the athletes themselves. But like every American, these athletes are working towards a goal.
The Solution
We needed to be bigger than just a Olympic sponsor--so we positioned Citi as the "Official Sponsor of Progress Everywhere."
We needed to be bigger than just a Olympic sponsor--so we positioned Citi as the "Official Sponsor of Progress Everywhere."
The Brief
The Objective
Citi wants use their partnership with Team USA ahead of the 2016 Summer Olympic Games to show how they support Americans in pursuing their financial goals.
The Problem Is
It’s difficult to compare average Americans to the elite athletes competing on one of the world’s biggest
sporting stages.
Insight
Nobody understands the impact of small successes quite like athletes do.
We Need To
Show that Team USA athletes are just like all Americans in that they have goals and dreams that they aspire and work towards.
So That
Consumers see that Citi is not just a financial institution, but a partner that helps you reach your goals — no matter what endeavor they pursue.
Helping To
Establish Citi as the official sponsor of progress everywhere.
Citi wants use their partnership with Team USA ahead of the 2016 Summer Olympic Games to show how they support Americans in pursuing their financial goals.
The Problem Is
It’s difficult to compare average Americans to the elite athletes competing on one of the world’s biggest
sporting stages.
Insight
Nobody understands the impact of small successes quite like athletes do.
We Need To
Show that Team USA athletes are just like all Americans in that they have goals and dreams that they aspire and work towards.
So That
Consumers see that Citi is not just a financial institution, but a partner that helps you reach your goals — no matter what endeavor they pursue.
Helping To
Establish Citi as the official sponsor of progress everywhere.
