/citi/ — BTL
ORB-005 · Citi · 2023
Đặc Quyền Trợ Lý Cá Nhân
Redefining personal concierge services for high-net-worth clients.
CLIENT
Citi
YEAR
2023
SCOPE
Bespoke Direct Mail, Private Concierge Launch Event, Digital VIP Portal
CHANNELS
BTL, Direct, CRM
DISCIPLINE
BTL
/context/
Citi introduced an exclusive personal assistant benefit for premier cardholders.
/approach/
Designed bespoke invitations and private salon experiences in Hanoi and HCMC.
/the orbit effect/ — ATL × BTL
Delivered 100% white-glove touchpoints that drove high card usage.
/outcome/
High retention and record satisfaction scores among premier clients.
94%
VIP Activation
+45%
Spend Increase