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Citi Rewards Card fails to impress
CLIENT: Citibank Singapore PRODUCT: Citi Rewards Card MEDIUM: Print/The Straits Times MARKET: Singapore consumers ATTRACTION: The image of the bauble provides a somewhat prescient reminder that Christmas is just around the corner. Besides this, the header and copy comes across as surprisingly drab, being almost swallowed up by the strong blue background. POSITIONING: Prime physical positioning for a sub-prime ad in the main section of The Straits Times. Whilst credit payment products often reflect the glitzier side of consumer banking, aesthetically this ad fails to make a mark. Yes, the product feature being showcased is good – a simple, utilitarian, and generous rewards programme – but is let down by the creative aesthetic of the ad. The main limitation is that this ad talks to you in words instead of piquing your interests, feelings, or desires through the utilisation (and maximisation) of a strong visual aesthetic. ANALYSIS: The visual, whilst nominally attractive at this time of year, is confusin
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