Citibanamex Cashless 2022: Integration & Performance Marketing
// THE_CHALLENGE
In 2022, the Mexico Grand Prix took the ambitious step of transitioning to a fully cashless payment ecosystem for the first time. The objective was to migrate hundreds of thousands of attendees away from traditional cash and card transactions towards a proprietary RFID digital wallet system to streamline on-site operations. The core challenge was managing this massive behavioural shift from scratch: we needed to aggressively educate the public, alleviate any financial security concerns, and ensure absolute clarity regarding the top-up and refund processes to prevent on-site bottlenecks and protect brand sentiment.
// STRATEGY & EXECUTION
I spearheaded the foundational digital rollout and educational marketing strategy for the inaugural Cashless Citibanamex programme. Operating across multiple touchpoints, I architected a comprehensive, easy-to-understand communication framework designed to guide the fan through every step of this new digital journey.
I managed the design and deployment of a full suite of instructional assets, including detailed press releases, step-by-step social media carousels, and targeted email marketing workflows. I authored the official guidelines that clearly explained how to acquire the physical card, load funds securely, and smoothly request post-event refunds online. By deploying timely digital reminders and providing clear, accessible resources—such as dedicated FAQ landing pages—we successfully mitigated fan anxiety and built consumer trust. This robust educational campaign drove widespread first-year adoption and established a highly successful operational precedent for all future events.