Financial services company, Citi, launched their ‘Rethink banking’ brand campaign in Australia yesterday, which aims to inspire consumers to appreciate the good feeling that comes from making a good financial decision.

The face of the campaign is celebrity chef Gary Mehigan who is a Citibank dining ambassador.

The campaign video shows Mehigan enjoying the perks of being a Citibank customer, looking at restaurant recommendations via his Citi app, enjoying a free bottle of wine at a Citibank dining program restaurant and making free withdrawals from a Citibank ATM overseas.

“I’ve been a Citi customer for 12 years and they have always supported my local and international banking needs,” Mehigan said.

“I also love the support Citi provides to the restaurant industry, and the fact that as a customer, I can be rewarded with a free bottle of award-winning wine when I dine at Citi partner restaurants.”

Citibank Australia’s managing director of marketing, digital banking and customer experience, Ms. Linda Duncombe says Citi is passionate about offering innovative and convenient solutions to their customers.

“Our ‘Rethink banking’ campaign aims to showcase the things we know we do best in this market; our ATM network, our dining program and our new mobile app,” Duncombe said.

The campaign was developed by digital creative agency, Isobar Sydney.

Isobar Sydney’s general manager Rod Farmer said this campaign reflects the simple truth that Australians are seeking more emotional and personal benefits from their banking products.

“Via this campaign, we wanted to bring Citi’s brand position ‘Rethink banking’ to life, in a new way that feels more relevant to Australians, attracts customers online, and provide a more emotive and accessible brand position for Citi to deliver long-term benefits and loyalty,” Farmer said.

The campaign will feature on digital channels during July and September.