Citi - Best Financial Services & Investor Relations Campaign

Company: Citi
Company Description: Citi's Global Consumer Bank (GCB), a global leader in banking, credit cards and wealth management, is a critical growth engine for Citi. With a strategic focus on the U.S., Mexico and Asia, the Global Consumer Bank serves more than 110 million clients in 19 markets. Branded Cards provides payment, credit and lending solutions to consumers with 55 million accounts globally.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Financial Services & Investor Relations

Nomination Title: Citi – What’s in a Name? Everything.

In October 2020, Citi partnered with Mastercard to become the first major bank to launch the True Name feature, providing customersthe ability to use their self-identified chosen first name on Branded credit cards. The value of this feature is immeasurable, as illuminated in the reel and this customer note: “I wish that there was something like this when I began my transition. This will remove one of the many worries that we have all had when we were introducing our true selves to the world.”

Citi’s mediacampaign played a pivotal role in the launch, reaching mainstream, consumer and financial press by addressing the key issues facing transgender and non-binary people. The campaign took a two-phased approach: creating a splash for October’s launch and supporting the substantial advertising campaign timed to November’s Trans Awareness Week, which featured transgender and non-binary talent in front and behind the camera.

These efforts were authentically amplified with a powerful bench of spokespeople and partners:Citi executives including Carla Hassan, CMO, Pam Habner, Head of US Branded Cards, and Nikki Darden, Head of Global Marketing Integration, GLAAD, and actress and activist Laverne Cox – who shed light on the campaign and its role in increasing visibility for the LGBTQ+ community.

Since launching,6,900+ customers have updated their card accounts at citi.com/updatemynameand the campaign generated 50+ earned media articles in widespread publications, including an interview with Carla Hassan and Laverne Cox in The Hollywood Reporter and Pam Habner's CNBC Evolveop-ed.

http://citi.com/updatemyname
https://www.hollywoodreporter.com/rambling-reporter/laverne-cox-on-intersectionality-joe-bidens-inclusive-speech-and-citis-new-true-name-program
https://www.cnbc.com/2021/01/08/op-ed-the-historic-change-citi-made-for-transgender-card-holders.html

Please see the attached video reel.