Citibanamex Cashless 2024: Integration & Omnichannel Adoption Campaign
// THE_CHALLENGE
Transitioning a massive live event audience of approximately 480,000 attendees to a fully cashless payment ecosystem presents a monumental logistical and behavioural challenge. The objective was to eliminate physical cash and card transactions for all food and beverage purchases within the circuit. This required migrating traditional consumer habits towards a new, proprietary RFID 'Token' system, ensuring the transition was frictionless, secure, and widely adopted without causing operational bottlenecks or negative fan sentiment.
// STRATEGY & EXECUTION
I spearheaded the end-to-end communication, creative direction, and digital implementation for the Citibanamex Cashless programme. My remit spanned the entire user journey: from co-designing the physical tokens to architecting the educational digital infrastructure.
To proactively address consumer queries and mitigate friction, I directed the design and development of bespoke landing pages, a dedicated microsite, and a comprehensive FAQ portal. To drive mass adoption, I conceptualised and produced a full suite of multimedia assets, including instructional videos and multi-format performance ads across social platforms. I orchestrated a massive pre-event communication rollout, resulting in 10,000 advance top-ups and the successful management of over 20,000 active digital wallets. Furthermore, I engineered the automated post-event email workflows to ensure a smooth, transparent refund process. What began as a complex behavioural shift was transformed into a seamless operational success, with the highly praised token designs ultimately becoming sought-after collector’s items.