Citibank dines out on branded content

Citibank has teamed up with a film maker who once worked with The Chasers to enter the branded content space, with a 45-second video capturing dining chaos and how customers can find the silver lining in a dinner date gone wrong.

The video, directed and produced by Nathan Earl, suggests the Citibank Dining Program can help consumers turn a bad, chaotic dinner date into a better one with a free bottle of wine.

Earl, who has worked on The Chaser’s War on Everything and Hungry Beast, said in a statement: “The team at Citibank wanted to create a piece of content that would work as sheer entertainment, and understood this would need to be light on branding as this was not a traditional TVC. We made the decision to keep the brand mention right until the end.”

“This video is a fun take on dining and reflects on what we all do in restaurants – people watch.”

Previously the brand has used MasterChef judge and celebrity chef Gary Mehigan to promote the offer.

Managing director of marketing, digital banking and customer experience at Citibank Australia, Linda Duncombe, said the team recognise the power of branded content and want to have a presence in that area.

“We want to cut through the noise and deliver a simple and rewarding message about our free bottle of award winning wine when you dine at Citibank Dining Program partner restaurants,” she said.

The Citibank Dining Program provides diners with a free bottle wine when they pay the bill with any Citibank credit or debit card.

The ad was filmed at Pilu restaurant in Freshwater in NSW.


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