This document outlines the "Project Whaling" Citigold campaign from May to July 2010. The campaign objective was to acquire new Citigold clients by highlighting its premium banking and wealth management proposition. The campaign insight was to present each of the six pillars of Citigold separately through a series of direct mailers, giving the client a taste of each pillar. The campaign consisted of an introductory direct mailer about Citigold followed by subsequent direct mailers focusing on one pillar at a time, such as wealth management, research services, wealth planning, rewards, and requesting a meeting with a relationship manager.

1. Citigold
Project Whaling
Campaign
MAY - JULY 2010

2. Campaign Objective
To highlight the premium banking & wealth management
proposition of Citigold and acquire true CG clients from
? bank customers with CG potential in other bases
Existing
NTB Customers with true CG potential
?

3. Campaign Insight
? has always been presented to prospective clients as a
Citigold
wholesome package where every DM has explained all the 6
pillars together to the client.
? the mould, for this campaign each pillar of Citigold can
To break
be separately presented to the client through a series of
innovative DMs, each separately highlighting one pillar

4. Campaign Construct
Teaser E-mailers for each DM
?
? a series of DMs highlighting the complete wholesome picture
To create
of CG in the client’s mind-space by giving him a brief taste of the 6 pillars
of the CG proposition
? will be designed in the following phases:
The DMs
DM 1: Introducing CG to the client:
? An innovative interactive DM
highlighting the 6 pillars of Citigold
? week a specific DM will be sent to the client highlighting a
Every 2nd
single pillar.

5. Direct Mailer 1 – Objective
A comprehensive Direct Mailer on Citigold, talking about all
?
the pillars, but not in the conventional format till date.
? to be mentioned briefly to the client.
Each pillar

6. Direct Mailer 2 – Objective
An innovative Direct Mailer on the Citigold Wealth
?
Management Process.
Each process to be mentioned briefly to the client.
?

7. Direct Mailer 2 – Creative Insight
To present to the client that the power to realize their wealth
?
management goals is now in their hands
As an affluent, most Citigold clients have an affinity to Golf,
?
either actively playing it or avidly following it.
Every hole in Golf has a Par Score to achieve. Drawing a
?
similarity to it, we portray Citigold Wealth Management to
have a “Par 4” score to achieve the financial goal of the client.

8. Subsequent Direct Mailers
Direct Mailer 3: Based on the “Research and Advise” pillar: To
?
highlight the research and advisory services of CG by including
a copy of the CitiChoice and list of other research reports in an
intriguing DM.
Direct Mailer 4: Based on the Wealth Planning followed by
?
Citigold and will contain an invite to an AOE seminar

9. Subsequent Direct Mailers
Direct Mailer 5: Highlighting the Rewards and Privileges
?
section. This DM will cover the points of access to Business
centers, lifestyle events, 24k, special offers on debit cards, etc.
It may also carry a special offer like a spa voucher or a movie
voucher, for eg.
Direct Mailer 6: A Direct Mailer reinforcing the CG proposition
?
with an added incentive of a gift for fixing an appointment with
a Citigold Relationship Manager.

10. Thank You!