THE BRIEF:

To drive acquisition of the Citi PremierMiles Card, Citi was giving away 1,000,000 miles to a lucky winner.

We had to inspire wanderlust with a challenging budget and a tight timeline.

THE IDEA:

Everybody loves travel.

But we would probably use a million miles differently.

Using stock footage of exotic locations and crazy travel ideas, we created a video that helped drive awareness and sign up for the card. The video was then used across multiple markets in Asia due to the universal desire for travel.

After that, Citi PremierMiles launched a long weekend campaign, which rewards users with 50% bonus miles for every dollar spent overseas to encourage users to travel and card spending.