After the 2008 financial crisis, Citi needed to do something hugely positive to restore faith in their brand. And the 2012 US Olympics provided the perfect stage for it. Our Integrated campaign outperformed all first time sponsors in unaided awareness, and even among established sponsors, only McDonalds ranked higher and they outspent us by like a gazillion dollars. Our TV and digital campaign was part of a massive digital program that allowed people to use their
Citi ThankYou points, and 50 million points donated by Citi, to support the charitable programs of Team Citi athletes. The campaign was good for Citi, the athletes and their charities, and all those who can’t get enough of Olympians and their stories.