Let’s get it done

IIPM PUBLICATION

BRAND : Citigroup
AGENCY : Publicis Groupe, Paris
BASELINE : Let’s get it done

DESCRIPTION: The ad juxtaposes a host of shots with the VO, taking the story forward. It begins with a shot of a child as the VO says, ‘We first believed in you,’ next we see a guy and the VO urges to, ‘Listen to your dream’. The VO then declares ‘We all need a partner and Citi has people and expertise to make it all possible...” What follows are shots supporting the VO which urges people to turn their dreams into realities.

4Ps TAKE: Part of Citibank’s re-branding exercise, the ad puts forward its new tag-line, ‘Let’s get it done’. This one’s sure to win hearts of the world with its appealing visuals and the messages in the VO which are highly aspirational. The ad scores high on establishing the brand personality of Citibank, bringing out the reward to the prospect and in conveying the message in a simple manner. And it’s the straight forwardness of the ad – everyone needs a partner to turn dreams into reality– is what makes it so touching.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative