Besieged by creditors, delinquent borrowers avoid collections calls and letters. Citi had developed new payment plans to help get these customers back on track, but needed a way to break through their defenses.

Extensive research led us to two game-changing conclusions: 1) problem payers were good customers who wanted an honorable way out, and 2) they were open to letters offering help. Taking an innovative, “customer-positive” approach, our campaign surprised them by offering empathy.

Exceeding all projections, this campaign achieved a 500% increase in contact rates the first year and became the first collections campaign ever to receive a DMA ECHO award.

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