Citizens Bank: Made Ready

Citizens, a banking brand, targeted millennials and built the brand in the USA with its multimedia campaign Made Ready.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Citizens sought to increase relevancy and awareness as a modern financial services partner within the Millennial consideration set. Research led us to develop a new brand platform, "Made Ready", which tells everyone that Citizens is here to support the life you want to live, in the way you want to live it; it's our individual experiences that make us ready for whatever comes next in life.

Consumer insight

Living untraditional, non-linear lives, Millennials are turning away from traditional banks and seeking financial providers that understand their individual...

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Insights Team
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