Citi Let's Get it Done

Citi's new campaign let's get it done looks a like Bank of America's Bank of Opportunity campaign. And, while the two are similar in nature, they are both doing exactly what needs to be done in today's industry - they connect emotionally with the customer and work to establish and build a relationship with them.

Notice that the focus of these campaigns is not on products or rates - the campaigns allow customers and potential customers see themselves in the people in the ads. Each campaign also does a great job incorporating their respective logos into the campaign - in Citi's case, the red arc ties together dreams and realities. This kind of careful attention to the message will have an impact, and it will reinforce these brands - and this is exactly the kind of thinking that should be applied to so many community-based institutions' marketing efforts.