• by Aaron Baar , May 13, 2013

While some credit cards may offer one-time amnesty when it comes to late fees (or may reverse fees after a phone call), Citi wants people to know that their no-fee card really means no fees. As in never.

In a new multifaceted marketing campaign, from Publicis Kaplan Thaler, Citi reinforces the message that its Simplicity credit card is the only one on the market to offer no late fees, penalties or annual fees at any time.

In a television spot launching today, a woman heads to the gym after a bad day that includes stepping in gum and getting a pricey parking ticket. As she works against the heavy bag, she gets a text alert indicating her credit card payment is late. “Good thing she’s got the Simplicity card from Citi,” says a voiceover. “It never charges a late fees or a penalty rate, ever. As in never, ever.”

The television commercial, which will air during the season finales of programs such as “The New Girl,” “American Idol” and “The Voice,” is part of a larger campaign that includes print (running in magazines such as People, Entertainment Weekly, Parents, ESPN and Food Network) and digital banner ads and home page takeovers. Later in the summer, Citi will supplement the television with graphics-heavy spots emphasizing the no-fee messaging.

“We’re really dialing the benefits of the product in a more direct way,” Elyssa Gray, Citi’s head of creative and media for North America Marketing, tells Marketing Daily. “When we developed the work, it tested very strongly with consumers -- not only for the benefits, but also for the product.”

Launched in 2011, the Simplicity card, is, according to executives, the only card that charges no late fees, penalty rates or an annual fee -- ever. Since its launch, the card has gotten a great response, but Citi wanted to push even harder this year, Gray says.