Doing what the brand promised
CITI Bank has put up little kiosk like phone booths next to their ATMs so customers can call them, and I think it's great. For several reasons I guess. One, if I ever feel the random overwhelming urge to talk to a guy in India, who is undoubtedly thousands of times smarter than me, then I can do so with ease. Secondly, what a great non-traditional marketing message! That phone probably costs them less than a single billboard, and it says so much more than they could ever put into words.