Client
Citi - Home Agent Program
About
Citi is one of the largest financial organizations in the world and has turned to us for a number of years for multicultural marketing and new technology.
Earlier this year as a cost-savings measure for both employee and the corporation, Citi began piloting a work-from-home program. Citi asked Echo to provide multicultural research, program branding, creative assets, strategy and execution.
Launch ProjectSolution
Based on our research, Echo found that there were specific demographics for which this program would be perfectly suited for stay-at-home mothers, retirees, the disabled, students, the recently unemployed, and a few other sub segments of larger traditionally segmented groups.
In order to better connect with these multicultural segments, we developed a campaign where each group could identify with an "avatar" representative of their segment. The focus of the site was both the connection with each avatar as well as a "qualification quiz" that took users through a short list of questions about their working style. The result reveals whether they are a good match for a job agent position with Citi.
Audience was able to scroll through individual shots of people and select one who most reflects the personality and beliefs they identify with (We created euphemistic phrases to circumvent obvious or offensive classifications). The nine groups include:
- Family First. (Mothers)
- Finding My Way. (College Students/College Age)
- Enjoying the Good Life. (Baby Boomers/Seniors)
- Anything Is Possible. (Disabled)
- Better Times Ahead. (Recently Laid Off/Downsized)
- Pedestrian Power. (People Without Transportation)
- Anti Nine to Five. (Seeking More Flexibility)
Result
- Increased engagement with a number of groups
- Analysis resulted in tailoring the program to groups most interested, such as females of all ages as well as stay-at-home mothers.