Created by Publicis Modem, HaveMyBank.com is an online community designed to target the younger generation who are aware of mobile banking, but who are not keen on utilising it.
The campaign endorsed local trendsetting talents - Fu Wing, Siu Hak and Vivek Mahbubani - to develop a rich media experience in the form of video, animation, music and comedy on the website. The site will generate provocative topics like “the difference between Steve Jobs owning a bank versus Bill Gate” to keep viewers revisiting the site and develop the connection with the service and brand.
The campaign endorsed local trendsetting talents - Fu Wing, Siu Hak and Vivek Mahbubani - to develop a rich media experience in the form of video, animation, music and comedy on the website. The site will generate provocative topics like “the difference between Steve Jobs owning a bank versus Bill Gate” to keep viewers revisiting the site and develop the connection with the service and brand.
Maggie Yung, country marketing director of Citibank’s global consumer group, said that the project should engage users and generate an intuition of “It knows me, it thinks for me, it works for me, and it empowers me all the time.”
Additionally, an iPhone application is in development to ride on the new media rich phone trend.
