Citigroup touts its Women & Company membership program with a guerilla marketing cash giveaway in three markets this fall.
Street teams in Chicago, Los Angeles and New York will hand out 60,000 coin purses in high-traffic locales and events. Purses contain a shiny nickel — some have a dollar coin — and a note: “Yes, we’re giving money away, which is what you’re doing each day that you don’t plan for your financial future. Women & Co is a financial membership program from Citigroup. It just makes good ‘cents’.” Street teams wear green trench coats printed with the Women & Company logo and target working women. The effort runs mid-September through mid-October via guerilla marketing shop Interference Inc., New York City.
At the same time, New York-based Citigroup runs online and print ads for Women & Company in magazines and newspaper style sections in the three markets plus Dallas and San Francisco. E-mail supports in Chicago, with sponsorships in Los Angeles and New York.
A one-year, $125 Women & Company membership includes access to financial experts and savings vehicles designed with women in mind. Advice centers on financial goals including retirement, saving for kids’ college and financing a home.
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