Citibank Asia wanted to completely do away with paper-based information in welcome pack for new credit card customers. They wanted to completely digitize the information in the welcome kit to enable easy updating and editing. The idea was to extend this
beyond being just a Welcome Pack – Citi wanted to use this to update customers on an on-going basis on any change in content such as T&Cs, upgrade value proposition and rewards, etc. The purpose of the Welcome Pack is to provide
a superior on-boarding experience and ensure all information required by the customers is handy.
A Citi-branded Digital Kit to be mailed along with the physical cards to customers. This project had to go through high degree involvement of pre/post video production to produce high quality audio-visual experience. Apart from delivering
a superior customer experience, this will enable Citibank to: a. Be the first bank in the world to do something like this. b. Be able to portray the image of a modern, environmentally conscious, tech-savvy company. c. Be able to
save on printing and mailing costs.
Created a new web application experience which included a high quality audio-visual introduction from the Cards Manager/Country Business Manager and a concierge giving a complete walk through experience on the privileges of Citi Premier
Miles card – ways to earn miles, airport privileges, concierge service, shopping benefits, lost card protection , emergency assistance service etc. The application allows Citi to update customers on an on-going basis on any change
in content, Rewards Redemption, etc. Xerago produced 5 sets deliverables for the presentation and distributed to Citi regional team over a presentation session scheduled at Millenia tower board room, Singapore.
As a result of our deliverables are PremierMiles credit card, which looked alike USB loaded with welcome message with auto play set up, imported directly from China with required credit card size specs. Xerago worked with
Calcutta based leather goods manufacture to customise a leather pouch that can accommodate USB, credit card and welcome message. This leather pouch was embossed with citi logo for brand recall whenever customer travels. Also to
bring out overall experience which helps to increase Citi imagery.
Marketing promotions where implemented in social marketing space by creating videos, discussion forums, blogs and contents about new welcome kit from
Citi.
Citi management team felt the overall leather package and the USB when inserted to the system and the concierge appeared on wide screen with a warm welcome message, the whole interactive animation sequence was played to Citi management and product owners. Presentation was felt very interesting and and the entire creative approach was greatly valued and felt confident that it'll provide premium experience to new PremierMiles credit card customers. It was decided to proceed next course of actions to execute the same in full scale for Singapore market followed by other APAC countries but due to change in management and cost factor approvals for developing markets, Citi felt it is too early to launch hence it was on hold.
