The Challenge
As title sponsor of Global Citizen Festival, a celebration of the intersection of music and social impact, Citi asked Soho to design an event experience with three critical areas of focus: a stand-out visual presence, a platform for Citi initiatives No Kid Hungry, #SeeHerHearHer, and Citibike, and lastly, to solidify Citi as a champion of coming together over the shared joy of music while creating positive change.
Our activation plan had to navigate many footprint limitations including carbon footprint, align with festival guidelines, and clearly communicate the Power the Movement messaging.
The SOLUTION
To make Citi stand out from the noise and enhance the festival experience for all attendees, we designed 3 separate spaces to engage, each with a specific purpose.
Pre-festival, we leveraged Citi’s partnership with street artist Queen Andrea to develop proprietary designs for the set and swag. Promo events were produced in partnership with branches, broadcast networks and The Today Show’s Summer Concert Series. Citi clients could skip the line to pick up their tickets in branch, meet our artist, and snag some much needed festival supplies.
Our spaces included an exclusive, branded viewing platform for partners and high-level contributors, a VIP lounge where Citi guests enjoyed food and drinks and mingled with performers, and two
immersive photo experiences to drive social engagement and participation in the #CitiGiving initiative. Citi committed to donate one meal to a child in need for each photo tag, and we created dip-to-donate stations for guests to choose which cause they’d like to donate.
THE RESULTS
900
Guests
6,000
Engagements
1MM+
Impressions
