“Aus Leistung wird Vertrauen” (Performance yields trust) - that is the message withheld in the newest ‚Citibank‘ advertising campaign. From 03.03.2008, Werder Bremen general manager Klaus Allofs and German international Torsten Frings will be beamed into your living room in a 30 second T.V.spot. The advert is the beginning of an integrated marketing campaign from ‘Citibank’ with the focus set on asset and property consultation. During the course of the year, the T.V. spot will be broadened to take in further channels of communication.
The unusual aspect of this particular ‘Citibank’ campaign is that football will be used to deliver the message on every level: “In the areas of consolidated communications as well as in our operative measures, the message will be delivered through football. Our goal with this campaign is to further extend market awareness of ‘Citibank’ whilst maintaining our authenticity as a provider of solid asset and property consultation”, explained Dirk Böhme, marketing director of ‘Citibank’ Germany.
Eight months ago, ‘Citibank’ took over as main sponsors of Bundesliga club Werder Bremen, who with 28 million sympathisers and six million fans, are one of Germany’s most popular clubs: “From surveys which we have conducted, we have found Werder Bremen are seen by many as being both ‘Reliable’ and ‘Reputable’. Those are image factors that very much suit a bank”, admitted Böhme. Then all the best for the future!