CITIZENS BANK
BANKING
OBJECTIVE
- Drive Citizens Bank brand awareness in three core markets for a music-minded millennial audience.
- Encourage engagement with new banking tools and two key prize benefits
APPROACH
- AEG Studios identified established talent and rising stars native to three of Citizens Bank’s core markets and produced a web series to promote the power of exploring the city through the eyes of each artist. Including:
- Daya in Pittsburgh, PA
- Santigold in Philadelphia, PA
- Passion Pit in Boston, MA
- AEG built a microsite to house the content and created a targeted media plan with AEG Multiply to compliment. The plan also incentivized engagement through Lyft credits when signing up and a flyaway experience at the legendary Forest Hills Stadium in Queens, NY
- Content overview
RESULTS
- AEG was able to drive significant, double-digit lifts in awareness, brand familiarity, brand opinion, and consideration through the City Beats program including:
- 30% lift in brand familiarity
- 25% lift in purchase consideration
- 48% lift In favorable opinion
- 35 million digital impressions garnered
