My team and I developed and implemented the launch campaign and app for Citi Bike. The global financial meltdown hit Citis reputation hard, nowhere more so than in its hometown, New York. In 2012, Citis brand health was the lowest among New York's top 6 banks. A progressive idea was needed to win back the hearts and minds of New Yorkers. The answer? Citi Bike. Pre-launch, the program faced skepticism and accusations of buying New York. But we converted even the most hardened cynics. This is the story of how Citi overcame the naysayers to revive its reputation and Win Back New York with bikes.
Awards: One Show – Gold (Product Integration), One Show – Silver (Use Of Technology), One Show – Bronze (Integrated Branding), Webby – Finalist (App), Mashy – Gold (App), Effie – Silver (Good Works)