Case Study: Citi turns employee education into immersive brand advocacy with SoHo Experiential

Citi engages 42,600+ employees with immersive Strata activation by SoHo Experiential

Citi needed to launch its new Strata family of cards internally to employees but wanted to avoid a standard HR rollout. The challenge was to make the product benefits tangible and emotional, turning employees into true advocates rather than just informed staff. SoHo Experiential was enlisted to create an immersive activation.

The solution by SoHo Experiential was a lifestyle-driven immersive experience. Employees stepped into rooms representing the card's reward categories—travel, dining, and everyday spending—through sensory, interactive installations. The activation included creating personalized keychains as takeaways. This approach successfully transformed product education into participation, resulting in over 42,600 Citi employees attending and the creation of over 1,200 custom keychains.

Citi