CHASE SAPPHIRE by Quigley-Simpson for JPMorgan Chase

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CHASE SAPPHIRE

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Industry Credit Cards
Media Direct marketing
Market United States
Agency Quigley-Simpson
Associate Creative Director Seiji Kishi
Executive Creative Director Desmond Burrows
Copywriter Noah Michel
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: JPMORGAN CHASE
Product/Service: CREDIT CARD
Agency: QUIGLEY-SIMPSON
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: QUIGLEY-SIMPSON, Los Angeles, USA
Chief Executive Officer: Gerald Bagg (Quigley-Simpson)
Senior Vice President Strategy: Alissa Stakgold (Quigley-Simpson)
Executive Creative Director: Desmond Burrows (Quigley-Simpson)
Copywriter: Noah Michel (Quigley-Simpson)
Associate Creative Director: Seiji Kishi (Quigley-Simpson)
Media placement: Massive Banners - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Backlit Displays - 30th Street Station, Philadelphia - 1 October 2009
Media placement: One Sheet Banners - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Two Sheet Banners - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Branded Kiosks - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Floor Graphics - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Tabling/Table Displays - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Posters - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Segway Street Teams - 30th Street Station, Philadelphia - 1 October 2009
Media placement: Branded Breathmints - 30th Street Station, Philadelphia - 1 October 2009

Describe the brief/objective of the direct campaign.
The creative was intended to evoke thoughts of travel with family and loved ones. These people travel for business which allows them to enjoy their life outside of work, a way to earn the means to enjoy life's experiences. The Sapphire card gives you benefits for these behaviours – spending and travelling how you already do – and rewards you for them.

Explain why the creative execution was relevant to the product or service.
The objective of the campaign was to takeover 30th Street Station and inundate the travellers with The Chase Sapphire credit card messaging. The banners and backlits created initial awareness for the potential customer as they exited the train while tables and Segway teams were stocked with collateral pieces to provide more detailed information in a takeaway format. The target audience was drawn from new customers. Because Chase Sapphire provides so many travel related benefits, it was a perfect match to put the messaging within the train station in our target focus market of Philadelphia.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative execution showed couples and families enjoying the rewards they can get through Chase Sapphire. The target demographic was represented in the photography of the creative executions. These executions were created with the overall Chase brand and the general market advertising in mind. They remain in the duo tone that Chase is known for which allows consumers to associate the pieces with Chase immediately. The witty headlines relate to the frustrations of travel and how they can be avoided with the Sapphire card.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response from the target Philadelphia audience was greater than anticipated. Particularly good response came from the take-ones handed out by the Segway teams. The URL tied to the take one piece produced over 2,400 unique hits alone to the website. Conversion from that website was 8% overall conversion to applications.