Citi Olympics: Every Step of The Way Program

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

As a brand tarnished by the financial crisis, Citi saw the Team USA sponsorship as an opportunity to do more than just put rings on their ads. With the insight that nobody reaches the podium alone, they created a program called Every Step of the Way. Citi broke through in surpassing all first-time sponsors and changed brand perceptions amongst core audiences.