The global financial meltdown hit Citi's reputation hard, nowhere more so than in New York. In 2012, Citi's brand health was the lowest among New York's top six banks. A progressive idea was needed to win back the hearts and minds of New Yorkers. The answer? Citi Bike.

It’s hard to imagine the city today without its now ubiquitous bikes, but pre-launch, the program faced skepticism, accusations of buying New York, and doomsayers predicting literal blood in the streets.

By unlocking true utility and a new way to celebrate and experience our hometown, Citi overcame the naysayers to revive its reputation and win back New York.

Favorable impressions of Citi rose 25%, Consideration of Citi products rose 41%, new Citi applications jumped 15%, and the effort won multiple awards including a Silver and Bronze One Club pencil.