JPMorgan Chase & Co.
January 9, 2008
Chase Focuses on What Matters to Consumers
New campaign shifts brand focus to consumer needs and controls
NEW YORK, Jan. 9, 2008 - Chase's new marketing campaign, which debuts Sunday, will shine a laser-like focus on What Matters to customers, alerting them to the ways Chase can help them manage their money and their lives. "Our customers' everyday financial lives are changing," said Ryan McInerney, head of marketing for Chase's Consumer Bank. "Our new brand focus reiterates our commitment to keep pace with our customers and deliver benefits that can make both an immediate and long-term impact on their lives."
"Chase What Matters," a campaign created by mcgarrybowen of New York, repositions the Chase brand. More than just an advertising campaign, the new direction emerged from extensive research to understand how consumers view Chase and what they want from a financial institution. As new technologies emerge, people's lifestyles and expectations change significantly, the research showed.
The campaign demonstrates that Chase is the bank to keep up with the needs and desires of people with busy, dynamic lifestyles.
The advertising launch -- more than $70 million in the first quarter alone, including Internet, national and local media -- uses iconic music and black-and-white images accented by Chase blue. It spotlights themes that matter to most consumers:
Access - Making it easy for customers to manage their financial lives, however and wherever they choose, using branches, ATMs, credit and debit cards, mobile and telephone banking and online banking.
Protection - Using industry-leading tools to protect customers against fraud and identity theft and keep their finances safe, secure, and on track.
Advocacy - Helping customers avoid financial problems and fees by providing a "heads up" before customers make a mistake and giving advice to help save time and money.
Recognition - Rewarding customers' business with points and cash, discounts and special offers.
Value - Providing competitive products and services with great service and innovative features.
Chase's emphasis on recognition and advocacy will help it stand out from competitors.
"This is new space in banking," said Eileen Serra, a Chase Card Services executive. "Our focus clearly differentiates Chase from our competitors and will allow us to deepen our relationships with customers because we are keeping up with them and their changing expectations."
Chase's new approach includes creating a consistent image across credit card, branch banking, commercial banking, home lending, business banking, auto finance, and student lending.
The first new Chase television ads will air Monday, Jan. 14 during the "Today Show" on NBC and on "Good Morning America" on ABC, both starting at 7 a.m. EST. Ads will appear on ABC, CBS and NBC nationally, as well as on various cable networks, including the Food Network, HGTV and The History Channel. Online ads will be seen beginning Jan. 14 on high-impact sites such as Yahoo.com and MSN.com. Print ads will begin running this Sunday, Jan.13.
The campaign's individual stories show how Chase can empower and make a tangible difference in the areas of fraud protection, 24/7 accessibility, mobile banking, and financial control.
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Happy Monday Morning!!!!!!!!!!! LMFAO!!!! HAHAHHAHAHHAHAHHA NOW that is FUNNY!!!!! "Chase can empower and make a tangible difference in the areas of fraud protection"
You do great work!!!!!!!!!!!!! AHHAHAHHAHSHHAHAHAHHAHAHAHHAHA
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