The Challenge

Our task was to differentiate Citizens from over 200 competing banks and attract the attention and engagement of the most sophisticated, demanding audience in the U.S. – all in the midst of a post-pandemic era, where people were becoming more selective with their time and finances.

The Solution

Knowing New Yorkers were looking for meaningful experiences and purposeful choices, Citizens crafted a tribute to NYC, showcasing their deep understanding of their customers and their commitment to empowering them on life’s journey through the immersive experience: The Living Portrait of NYC. For two weeks, our influencers promoted the event on the streets of NYC and online through collaboration with digital, OOH, PR, and experiential, all bringing to life #livingportraitnyc.

The Result

Over the course of the 10-day immersive experience, our group of 21 influencers brought to life The Living Portrait of NYC through real-life storytelling that captivated audiences to register, attend, and engage. The campaign resulted in 9.3M social impressions, a strong 2.5% engagement rate and a dramatic 7.2% brand awareness lift over benchmark.