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“Live Richly” - The $1 Billion HELOC Ad Campaign
Before the bubble burst, Citicorp spent a whopping billion dollars on it’s “live richly” advertising campaign - encouraging homeowners to tap their equity via HELOCs. The New York Times reports: “The advertising campaign, which cost some $1 billion from 2001 to 2006, urged people to lighten up about money and helped persuade hundreds of thousands of Citi [...] [...more]