The Citibank ATM Card was introduced. They initiated a large-scale installation of ATMs across New York City. This investment, estimated at over $100 million, was initially met with public skepticism and slow adoption. The January 1978 blizzard brought with it 20 inches of snow, forcing banks to remain closed for several days. ATM usage surged by approximately 20% during the storm. Following the blizzard, Citibank capitalized on this newfound popularity with a successful advertising campaign featuring people braving the snow to use ATMs, introducing the memorable slogan, "The Citi Never Sleeps". By 1981, Citibank's market share of deposits in New York had reportedly doubled, largely attributed to the popularity of its ATM network.