The bank wants people to know about its 'buy now, pay later' option.
Citi Australia hit launch on a new advertising campaign to introduce Australians to a useful but relatively unknown feature of Citi credit cards – Instalment Plans.
The Instalment Plans feature allows a ‘buy now pay later’ approach to recent eligible purchases and retail balances, essentially turning a customer’s credit card statement into smaller, fixed payments over a select term.
To demonstrate the benefit of Instalment Plans, the new TV commercial features a bridesmaid who describes the financial challenge of being invited to multiple expensive weddings in the same year.
It shows how the mounting costs can be easily and effectively managed with a Citi Instalment Plan.
The TVC is supported by digital placements, social videos and targeted outdoor.
This is the first expression of Citi’s ‘Get things going’ creative platform, which positions the bank’s financial products as tools for managing their finances prudently, enabling our customers to feel optimistic about the future and their financial position.
“Citi has a culture of customer obsession. This new campaign centres on that," Citi Australia head of digital sales and marketing Samantha Elliott says.
“It uses a scenario that most people can empathise with, with a dash of insightful humour, to demonstrate how our products can help our customers make meaningful progress in their lives.”
