Citibanamex Cashless 2023: Adoption & Performance Marketing
// THE_CHALLENGE
While the cashless infrastructure was already established, the primary commercial and operational objective for the 2023 edition was to aggressively drive advance digital adoption. The challenge was to shift consumer behaviour away from on-site, day-of-event top-ups towards proactive, online pre-loading before fans even arrived at the circuit. This required a highly targeted performance marketing strategy to educate attendees on the exclusive financial incentives and operational benefits of funding their digital wallets early.
// STRATEGY & EXECUTION
I orchestrated a robust, multi-layered performance marketing campaign specifically engineered to drive advance digital wallet funding. My strategy heavily leveraged Google Ads (SEM), executing precision-targeted Responsive Search Ads across both desktop and mobile to capture high-intent queries related to event payments and logistics.
To complement the search strategy, I deployed a widespread Display network campaign and targeted social media assets highlighting the exclusive Citibanamex incentives: a 10% financial bonus for online pre-loads and dedicated ‘Fila Rápida’ (Fast Track) access at the circuit. I personally managed the creative variations and ad copywriting, ensuring the benefits were communicated with absolute clarity to drive immediate action. This aggressive digital push successfully shifted a massive volume of transactions online prior to the race weekend, securing vital early revenue, significantly reducing on-site queuing, and ultimately streamlining the entire fan experience.