Citizens Bank Digitizes Greensense Ads

Citizens Bank is stepping up enrollment in its Green$ense program—which rewards customers with a dime for every electronic transaction they make—with interactive window displays in two major U.S. cities.

Motion-triggered ads touting the bank's Green$ense eco-friendly initiative debuted in Boston's South Station and Philadelphia's Market East Station earlier this month. The work is one of many interactive projects to come out of Arnold Worldwide's R&D lab, which opened its doors last spring.

Green$ense allows customers to earn up to $120 annually for each electronic transaction they make, including debit transactions, online bill payments and recurring payments. Citizens Bank launched a campaign to promote the program last month with the tagline: "The Environment is like a bank account. Every little bit helps."

Similar to the TV ads, the interactive screens feature a bird dropping coins into consumers' hands. Consumers can engage with the screens through a camera device that reacts to movement. Depending on the range of motion, viewers can help grow trees and flowers or make birds fly. Street teams stationed at the Boston and Philadelphia branches will help direct foot traffic to the display.

Citizens Bank, which spent $10 million in U.S. measured media last year and $8 million through August (not incuding online initiatives), per Nielsen Monitor-Plus, is hoping the effort will turn into enrollment for its Green$ense program.

"[Green$ense] offers customers real value—cash back—for every payment without paper," said Mark Fabbro, Arnold's svp/group account director. "At the same time, this program offers customers an easy and tangible way to help the environment and do something good. So, in essence, it's the best of both worlds."

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