Singapore, 14th December 2006 - Citibank has gone one step ahead of its industry players by introducing a first in Singapore pay by touch credit card – Citibank Platinum Clear Visa Card. The campaign is showcased in JCDecaux Orchard Underpass which commenced on 29th November 2006.

The five-week long campaign is seen dominating the entire JCDecaux Orchard Underpass with black wall stickers, 31 6-sheet scrolling posters as well as a Jukebox, tied up with EMI to play music tracks to encourage passers-by to select and listen to ‘kewl’ music tracks by the touch of their finger. The campaign is also seen in press and below-the-line activities such as inserts in albums with music labels like Sony BMG.

Essentially, the objective behind this campaign is to create awareness of the new Platinum Clear Visa Card and the cool features particularly the biometrics mode of payment as well as to acquire new card members. Citibank hopes that its Clear Platinum Card will be the coveted ‘kewl accomplice’ credit card amongst its target audience, who are the young working adults between 21 and 34 years old with a minimum annual income of S$30,000. This target group are individualistic, impatient achievers who love innovation and all things new and to keep abreast of trends.

Media placement duties are being handled by Mediaedge:cia while the creative is crafted by Fallon Singapore.