Citibank wants to promote its financial advisors to help customers plan for life events. The campaign will place an interactive ad in New York City and Phoenix that allows viewers to play a daily "Wordle" puzzle with financial planning-related words. The ad will be displayed digitally near transit hubs with high foot traffic. The estimated three-month campaign cost is $51,000 reaching over 145,000 impressions and 36,000 people.

1. Media Report
Campaign Basics
The client chosen is Citibank and more specifically financial advisors for their product.
Citibank wants a way to get more people to help plan their lives in a financially stable way by
using Citi financial advisors. Citi wants its customers to know that there are people here to help
plan for the big and small moments such as retirement, education, and a future family. Their
financial advisors are a perfect match for you and your unique circumstances. They will get to
know you and be of service to your specific wants and needs.
The overall message is that Citibank financial advisors can help you plan for your future.
The goal was to create an outdoor ad to portray a unique way of capturing the audience of the
target market. The challenge of this is to get young people to think they don’t have plenty of time
to start thinking about their future, they need to start now if they want to have a future.
Media Decisions
We were to choose two different locations in two designated market areas: I chose New
York, NY, and Phoenix, AZ. My ad is to be placed in a subway station primarily with the
possibility of a bus shelter in the right circumstances. I had a hard time finding subway stations,
so I picked kiosks near a bus station/ subway station or a bus shelter itself. The first designated
market area (DMA) that I chose was New York, NY. I chose this because my ad concept is a
borrowed interest piece from the New York Times Wordle so I thought it was only fitting. New
York is also a very popular place where there are lots of people that take the subway/ bus which
is what I need for my concept. This is a kiosk near a bus station, however, it is in a popular place
as it is near Times Square which is a high-traffic place.

2. New York, NY
The second DMA that I chose was Phoenix, AZ. I could not find a subway station, so I decided
to choose to put it on a bus shelter as that is another place where people would be waiting and
have time to interact with my ad. The ad that I created is an interactive and informative ad that
allows the viewers to play the Citibank “Wordle” puzzle. The final word changes each day just
like the NYT Wordle except in my ad all of the final words relate to Citibank financial advisor in
some way. Some words that I have come up with include but are not limited to: goals, plans,
track, trust, value, learn, smart, and relax. The message of the ad is: Life is a puzzle. We can help
you solve it. This ties into the whole idea of the puzzle they are trying to solve within the game.
The idea of having a game that changes each day is that people will be returning to these
locations and possibly playing each day. The more they play the more likely they are to
remember the idea of the ad.
Phoenix, AZ (this
would be digital)
Cost Scenario
I chose two digital ad placements to help convey my interactive ad. The prices are given
in a range on Lamar.com so I choose the highest price in the range because my ad is interactive.

3. The cost is given in a 4-week period which makes the cost for the New York ad $9,500 and the
Arizona ad $7,500. Our assignment outlined that we were to do three months to run the ad which
is the reason I chose three months. The total campaign cost is calculated by taking the 4-week
cost times the number of months which results in $28,500 for New York and $22,500 for
Arizona. The weekly impressions are found on the Lamar site under the details for the specific
location which is how I discovered that the weekly impressions for New York are 57,823 and
Arizona are 87,617. The people estimate is determined by dividing weekly impressions by 4
which in this case for New York is 14,456 and Arizona is 21,904. The CPM (Impressions) is the
4-week total cost / weekly impressions divided by 1,000 resulting in $19.00 for New York and
$85.60 for Arizona. The CPM (People) is calculated by taking the 4-week total cost/people
estimate divided by 1,000 which resulted in $76.00 for New York and $342.40 for Arizona. For
both designated market areas in three months, the total campaign cost would be $51,000, with
total weekly impressions being 145,440, and people’s estimate is 36,360. The average CPM
(Impressions) is $52.30.