Citi Australia has launched a new campaign via 303 MullenLowe offering sophisticated investors the opportunity to take greater control of their money by capitalising on Citi’s range of investment products.
Says Joanna Gray, managing director of 303 MullenLowe: “The campaign has been built from an extensive strategic review of the current mind set of Australians – many of whom feel distinctly rattled by the current market and what this means for their savings. They feel out of control and unsure what to invest in given the instability of the share market and low interest rates offered by products such as term deposits and savings accounts.”
Citi Wealth Management is the investment arm of Citi Australia, and the team is uniquely positioned to help these investors take control, by sharing investment perspectives born of their global outlook and unique investment product portfolio, which includes bonds and structured investment products.
Says Roger Slater, head of digital and segments for Citi Australia Wealth Management: “Now more than ever our clients are coming to us for leadership when it comes to navigating complex markets. We hope this campaign encapsulates our ability to help our clients maintain control, even when economic conditions are volatile.”
The new campaign ‘Take Control’ specifically talks to how Citi Wealth Management can provide sophisticated investors with the choices, options and insight they need to feel confident in their portfolios.
Adds Gray: “Given the current mindset of investors and the uncertain economic environment we face, we chose to engage with Australians emotionally rather than lead with aggressive price based offers. We believe an empathic approach will yield better results.”
Says Jon Mckie, chief strategy officer at 303 MullenLowe: “We are living in a digital world, and while working from home we are watching investments fluctuate, being flooded with emails and constantly participating in video conference calls. This campaign shows how Citi Wealth Management is remaining calm in the digital chaos. The language is direct, succinct and informative to ensure the audience feel in control the moment they interact with Citi Wealth Management.
“Citi Wealth Management, with its deep expertise and different investment products, is perfectly positioned to help Australians take back control in all this chaos. It offers intelligent options – leaving it to individuals to make up their own minds once they have been well informed and advised of the best ways to securely grow their investments.”
303 MullenLowe won the Citi Retail Bank acquisition and customer retention business through a competitive pitch 18 months ago and has extended its partnership with Citi Australia in recent months.
Creative Agency: 303 MullenLowe
Managing Director: Joanna Gray
Chief Strategy Officer: Jon McKie
Director of Customer Experience: Becky Bishop
Senior Business Director: Jonathon Bates
Art Director: Craig Merrett
Copywriter: Zach Goldberg