How do you get attention in the media equivalent of a packed subway car? That was the challenge that Citi faced in advertising in Sunday newspaper “FSI” supplements.

Asked to consider “louder” and more outrageous approaches, we created a continuum of ideas that balanced Citi’s brand image with the need to hype a 0%-interest offer. Our wide-ranging exploratory let Citi zero in on exactly the right volume level.

We broke the mold and broke through the clutter. Our “Rings” FSI boosted response by 60%, while our “Flying Pigs” FSI was up 25%, both vs. control.

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