Citi Premier UPGRADE
DIRECT MAIL

THE JOB

Create a direct mail piece that will encourage current Citi ThankYou Preferred cardholders to upgrade to the Citi Premier Card.

THE IDEA

ARE YOU MISSING OUT?
Our audience is always on the move. No matter where they're going, they'll never miss out on points for all the ways they travel when they upgrade to the Citi Premier Card. We'll show them missing out on 3X points is a pretty big deal and that it all adds up over time.

THE RESULTS

Because of this piece, the client awarded us with additional jobs for our team and the agency.


 

THE ORIGINAL SKETCH

00-Sketch.jpg

The client asked us to come up with a new way to compare the benefits between the Citi ThankYou Preferred Card and the Citi Premier Card. During the brainstorm, I proposed this sketch, which the team eventually executed (See First Reveal).


THE PIECE

01-Address.jpg

02-Billboard.jpg

First Reveal

First Reveal


Second Reveal

Second Reveal

Credits: McDonald Predulus (ACD-Art), Sean Conejos (Senior Copywriter)