Citizens Bank: Yes, everything by Ogilvy

This holiday season, Citizens Bank has a simple message for Philadelphia and Boston travelers: That they can get 1.8% cash back on, yes, everything they buy.

The fun, colorful campaign (words not normally associated with banking) has taken over Philly’s 30th Street Station and Boston’s South Station, and features over 200 contextual ads inspired by shops nearby, city culture, and the life of commuters.

Although there are cash back cards out there which deliver higher rewards, most of them only do so on specific categories like dining or travel, and they rotate throughout the year. “1.8% cash back on everything you buy” is unique within the category, and the creative team at Ogilvy took advantage by tacking two little words to the end of it: Yes, everything.

Most station takeovers repeat the same three ads dozens of times. But Yes, everything. was broad enough for the creative team to make specific ads for every placement. They used Google Maps to identify what shops and services, if any, were located near each ad placement. They also researched what various neighborhoods in each city were known for, to give the campaign some local flavor.