The Citi Custom Cash Card offers 5% cash back on top spending categories. Our goal here was to adapt to behaviors, aiming to raise awareness, drive acquisition, and foster Gen Z loyalty. The "New Year. True You." campaign for Citi aimed to raise awareness, drive acquisition, and foster loyalty with a coveted Gen Z audience. One highlight was the 'Styled by Citi Custom Cash' event that encouraged fashion students to design ensembles inspired by various spending categories for a runway show during Los Angeles Fashion Week. This showcased the card's emphasis on self-expression (and also the opportunity for up to 5% cash back on key spending categories).
