Insight: Small business owners want customized banking services.

Brand Truth: Citi is one of the few banks that provides small business solutions tailored to specific industries.

Idea: Behind every business is a great story. So we’re inviting small business owners to tell us their stories in a simple and engaging way. Then, we’ll show these prospective customers how Citi’s products and services can help them write the next chapter for their businesses — in real-time.

Users complete a Mad Libs-style interface by selecting drop-down menus forming a sentence describing their business’s mission— which ultimately leads to Citi products and services that can help meet their needs.