We outlined 5 typical lifestyle personas of Credit Card Users as a conversation starter and developed these key features for the iPad App:

• Products vertical and horizontal overlays that slide in and out enabling the Sales Person to jump quickly into pitching any product
• Product Detail Pages with hotspots communicating key Products highlights, benefits and features
• A Product Recommender Tool with 4 easy questions that profiles the customer and recommends a suitable card or cards
• A Product Comparison Tool that lets the Sales Person add any card a customer may be interested in and run a quick comparison
• A built-in Ready Credit PayLite Online Calculator that lets the Customer see the savings he can enjoy
• A summary of Citibank Privileges that allows the Sales Person to walk through all the generic privileges like CWP, Gourmet Pleasures, Citi Alerts.

In terms of the creative design, the visual elements on the screen are kept to a minimal. Set against the distinctive Citi Bluewave, the viewer’s attention is, at any one time, is simply focused on icons to represent the different rewards options, or a mobile handset screen.

Through a clear sequential narrative, the video opens with a cloud of floating icons to represent the multitude of rewards options and to communicate the idea of “Redeem absolutely anything” using the cash rebates.

The viewer is then led through a step by step walk-through of how he/she can view their rewards points balance, and how to redeem the different cash rebates which are instantly credited via SMS.

Accompanying the clean visuals, are a series of bold supers to help the viewer along the different messages communicated, as well as subtitles at the bottom of the screen to further aid understanding of the voiceover narrative.