Mid-Autumn festival flash lucky draw
This design project encompasses a festive campaign for Citibank, centered around the celebration of the mid-autumn festival. The key visual (KV) captures the essence of the festival with the tagline "Happy Mid-Autumn Festival." The KV features two rabbits sitting on a boat, joyfully enjoying mooncakes at night while gazing at the full moon in the sky. Incorporating Chinese elements, such as river lanterns floating on a river and lanterns hanging on wires, the design creates a visually appealing representation of the festival's spirit.
The campaign includes an exciting "Flash Lucky Draw" that lasts for several weeks. Customers can participate through the Citi Mobile® App and have a chance to win attractive prizes. The offers include gift cards for Hong Kong Time Square and Liftastic, as well as a "Jackpot Offer" with a chance to win a smart home hub speaker valued at HK$2,299.
Brand:
Citibank
Role:
Website, eDM, motion video, social media promotion, banners and stickers
Date:
2023
Unleash festive joy with Citibank's vibrant e-red packets and stylish design
To participate in the lucky draw, customers are required to complete transactions using their Citi accounts via FPS or make transactions using their credit or debit cards. Each transaction grants one draw entry, with customers able to enjoy a maximum of three draw entries, thereby increasing their chances of winning. In addition to the key visual and lucky draw mechanics, the campaign extends its reach through various channels and assets. These include a dedicated webpage on the Citibank website, Citi Stories on the Citi Mobile® App, social media promotions on platforms like Facebook and Instagram, campaign banners within the Citibank app, and a set of WhatsApp stickers.This multifaceted strategy aims to captivate customers through various channels, effectively showcasing the campaign's key features and inspiring active participation. By utilizing a combination of digital platforms, social media promotions, and visually appealing designs, the campaign seeks to create a seamless and engaging experience for customers. The goal is to generate excitement and encourage customers to take part in the campaign, ultimately driving brand awareness and fostering a positive connection with Citibank.
