You know, that soft, damn near hypnotic music that you can’t get out of your head long after you’ve left the bank… assuming you still go to physical bank buildings, that is.
Well, in an effort to promote Apple’s new Apple Pay feature, Citibank is running a #SoLongWallet Twitter ad campaign that is a clever play on the good ole’ fashioned breakup.
The campaign is replete with cutesy copy and sepia-tinted photos of beautiful young women puckering up to the camera.
Because even if breaking up is hard to do, one must be gorgeous and tear-free when doing so!
The campaign also boasts Vine-enriched tweets from social influencers like @jennaezarik, who has 80k followers on Twitter, 23k on Vine, 144k on Instagram, and 253k on YouTube:
But the most delightful aspect of the campaign…
…is the integration of the post-breakup tradition of retreating to one’s room, curling up into a ball, and listening to one breakup song after another, after another, after another…
When I mosey on over to the #SoLongWallet playlist on Spotify, the first thing I see is Toni Braxton’s Un-Break My Heart.
Nostalgia takes over and I flash back to the irreversibly-warped state of my Toni Braxton cassette tape, from WAY too many hours of play in the ’90s.
There are three UX optimizations I would make, however.
First, I would change the header image. An image of two logos is oh so boring.
Second, I would shorten the title and add the word, “Breakup,” so the playlist will come up when a Spotify user searches within the app for breakup songs.
Ah, much better!
(Granted, I would have preferred to use an even stronger header image; but I had to work with the Citi campaign graphics at my disposal.)
For what harm could there be in having more than one breakup playlist?
On that note… please excuse me as I sit back, close my eyes, and begin to belt out some throwback Toni Braxton:
Un-break my heart,
say you’ll love me again,
undo this hurt you caused
when you walked out the door
and walked out of my life…