Citi World Privileges Campaign

How do you create and drive customer awareness while sustaining engagement for a regional credit card privileges program?

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Citi World Privileges (CWP) is Citi’s global privileges program which allows Citi Card members to enjoy privileges wherever they go.

CWP started off as a website that had 3000 offers across 45 markets. The challenge here was to get increased site visits from the different key markets whilst encourging visitors to take up the offers.

Our specific objectives were to help our Client:-

  • To increase CWP offers across as many markets globally
  • To drive awareness and visits to the site
  • To drive brand preference


Based on Asian travel destination and personas insights' research, we found that the key motivation for many travellers before embarking on a destination are the unique and interesting festivals, fun activities to do, and where the hot tourist spots are.

As such, we took an editorial approach in our creative ideation.

By targeting the micro-moments of travellers at the pre-travel phase and in-destination phase, card transactions were then tracked to deliver geo-targeted communications that tied in with merchant offers, ideated around local festive seasons.


  • Campaign Ideation
  • Copywriting
  • Storyboarding
  • Visual design
  • Video Animation