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You've been in the US about 5 years and thus far, sending money back home to India has been an expensive and difficult process. Then one day you are at the Heritage India festival and you see money floating around in a little booth. Intrigued, you discover a whole new way to send money home from Citibank. |
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| Generate interest in, and trial of, Citibank's c2it electronic money transfer service. |
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During the course of our efforts, we tested trial generation programs against Asian Indians, Hispanics, Filipinos, African and European expatriates. Each group had its own idiosyncrasies and required specific insights in order to make a genuine connection. Ultimately, we enjoyed the greatest success among highly educated, Internet-savvy Asian Indians. |
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Since the notion of sending money online was a foreign idea to many of our prospects, we had to demystify the service by bringing c2it directly to the community. And we accomplished this by sponsoring activities at diverse cultural events. Thus, c2it became a standout at the Navrati festival in New Jersey, the Heritage India in Washington, D.C., Latino Professional Network gatherings, the Filipino Day parade and celebration, and at popular bars in Indian and Latino communities.
We tested a number of different offers for enrolling against each of these targets, including free event attendance, free DVDs, free attendance at close-circuited sporting events, and 10 seconds in the "Cash Cube". We also created a number of partnerships with ethnic organizations, encouraging them with incentives to promote and sell c2it. |
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| Our most successful effort by far involved the "Cash Cube," which offered ten seconds of money-grabbing fun in exchange for signing up for c2it. This eye-catching customer acquisition tool insured a steady stream of interest among Asians and Filipinos, who appreciated having ethnically-appropriate staff to walk them through the online registration process. This resulted in an average of 300 new customers per event day. |
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