After launching their wildly successful "Use Credit Wisely" campaign in the general market, Citi® turned to REVOLUCION for the Hispanic take on credit education.

The task involved much more than a Spanish translation of the English-language campaign. For Hispanic consumers to even consider Citi, REVOLUCION needed to help them overcome a culturally-entrenched mistrust of financial institutions. We also needed to break their perception that Citi was simply not a brand for Latinos.

Our proprietary BRANDIDIOMA process brought to life the language of myths, credit myths to be exact. It was one that Latinos understood all too well. A litany of false notions created the foundation for our Hablando de Crédito campaign: humorous illustrations that helped Latinos understand how truly antiquated those ideas were. Most importantly, it allowed Citi to break the ice with Hispanic consumers and enabled us to transform the brand from a "mythically" unapproachable bank to a trusted financial partner.

Hablando de Crédito National Tour
Community & Media Relations

Building on the Credit Myths concept, we embarked on a Credit Education Tour held in local theaters nationwide. These seminars were hosted by Citi spokeswomen and bilingual financial advisor, Julie Stav. These seminars brought Citi into Latino neighborhoods and provided face-to-face contact (read: trust) withing the community. The media relations outreach included TV appearances, PSAs and bilingual interviews with leading newspapers.
 
The Hablando de Crédito Tour set the stage for Citi to introduce their Secured MasterCard®.
The Hispanic outreach doubled Citi's goal for Secured MasterCard applications in the first year!