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Citibank's smart banking branch on Orchard Road
CLIENT: Citibank PRODUCT: New "smart" branch opening MEDIUM: Print/The Straits Times MARKET: Singapore consumers ATTRACTION: Technology, innovation, and "smart" banking, what's not to like? This advertisement for a start... POSITIONING: The branch is located in the "heart of Orchard Road" and this ad can be found in the heart of The Straits Times: the Home section. Nice parallels. Relationally, Citibank have carved out a niche in the market for "smart" banking. However, although Citibank are showcasing something of a breakthrough service, this ad’s visual aesthetic lacks a creative spark, and therefore fails to live up to the message they are trying to communicate. ANALYSIS: Whilst Citibank may well be busy "redefining" the banking experience with their latest state-of-the-art "smart banking branch" in Orchard Road, the same amount of redefinition could also be applied to their advertising template, which leaves a lot to be desired. The visual is like an Nineties blueprint for what the future of banking
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