With this campaign Citigroup targets this largely untapped demography in the financial services industry addressing the needs of women who seek advice over their personal finances. The campaign is directed toward the affluent population of North America specifically between the ages of 25 and 45. We can read in the ad the following statement: “Whether you are investing for child´s college tuition, caring for aging parents or investing for your own retirement, you’ve got what it takes to be financially confident”. The slogan, “Dividends are a girl’s best friends” plays with the lyrics of the famous song replacing the word Diamonds with Dividends. The ad is appealing to a new femininity and echoes the independence of women in the present time.
In my opinion, this campaign is not only addressed to the affluent classes of the big metropolitan cities of North America but to the women that for part of the medium classes of the rest of the country. The scope is much larger. It´s simply encouraging women, a segment which decision power in a lot of households to educate more themselves so they can invest in more volatile markets and increase the value at risk.
A smart marketing action taken by Citigroup which will benefit of the advantage of the first mover in a segment that traditionally has been ignored by the industry.
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