Given the credit crunch, it’s interesting to review how Citibank’s ‘Live Richly’ campaign still rings true. The campaign was a real first, as no global bank had ever used narratives promoting notions of  ‘contentment’ before.

Traditionally, financial services brands have depended on a stable of achievement-oriented narratives for their promotions. Citibank was the first global bank to take a more sensitive tack to how we think about ourselves, our money and what achievement means to us.

The campaign launched in 2003, the same year that HSBC launched their ‘Different Perspectives’ campaign. Citibank moved their messages on into different territory while HSBC  continues to plug away at their successful campaign and bring in greater relevance to their service territory.