Interactive Silver Winner: Citi Bike / Citibank - Publicis Kaplan Thaler / New York
381 views · Published 6 August 2014 · 3:06 · Indexed 20 September 2026
Channel: The One Club for Creativity · 2014 · Nonprofits & Activism
The global financial meltdown hit Citi’s reputation hard, nowhere more so than in its hometown, New York. In 2012, Citi’s brand health was the lowest among New York’s top 6 banks. A progressive idea was needed to win back the hearts and minds of New Yorkers. The answer? Citi Bike. Pre-launch, the program faced skepticism and accusations of “buying New York”. But we converted even the most hardened cynics. This is the story of how Citi overcame the naysayers to revive its reputation and Win Back New York – with bikes.
