CHASE SAPPHIRE INTEGRATED CAMPAIGN by Quigley-Simpson for JPMorgan Chase

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CHASE SAPPHIRE INTEGRATED CAMPAIGN

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Industry Credit Cards
Media Direct marketing
Market United States
Agency Quigley-Simpson
Executive Creative Director Desmond Burrows
Art Director Gary Palmer
Account Supervisor Kumi Croom
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: CHASE CARD SERVICES
Product/Service: CREDIT CARD
Agency: QUIGLEY-SIMPSON
Date of First Appearance: Oct 1 2010
Entrant Company: QUIGLEY-SIMPSON, Los Angeles, USA
Executive Creative Director: Desmond Burrows (Quigley-Simpson)
Art Director: Gary Palmer (Quigley-Simpson)
Writer: Martina Chaconas (Quigley-Simpson)
Account Supervisor: Kumi Croom (Quigley-Simpson)
Media placement: DRTV - Any, Any, Any - CNN, Discovery, FX, USA, Golf, MSNBC, BBC America, Biography, Bloomberg, Fox New - 26 July 2010
Media placement: Print - Magazine - National Magazines - Architectural Digest, The Atlantic, Bon Appetit, Conde Nast - 1 September 2010
Media placement: Print - Shopping Malls - San Fran Centre, Valley Fair, Stanford Ctr, Embarcadero Ctr, Santana Row, Villag - 4 October 2010
Media placement: Print - OOH - Zenith Media - Newsracks, Bulletins, Street Pillars, Targeted Shelters - 11 October 2010
Media placement: Print - Subway (BART) Station Dominations - Zenith Media - Powell, Montgomery, Embarcadero - 1 November 2010

Describe the brief/objective of the direct campaign.
Chase launched the Sapphire credit card in 2009 with the goal to become the preferred credit card with affluent/high net worth consumers, 40 to 65 years old. The objective of the campaign was to increase brand awareness and drive new acquisitions.

The strategy to reach a geographically concentrated group was to launch a fully integrated campaign that positioned Chase Sapphire as the next generation rewards card that combines premium service and flexible travel benefits. Through the use of national publications, TV and a focus market in San Francisco, print, OOH and DRTV provided messaging that blended pithy, engaging, to-the-point headlines and a longer form message full of product details to persuade consumers to apply.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to speak authentically without overpromising in order to build credibility and provide clear CTA (Call-To-Action). Three forms of media critical to this campaign were “Big Type” print and OOH, which brought the card’s experiential benefits to life, grabbing the attention of affluent consumers as they went about their daily lives; and DRTV entitled “Any, Any, Any” that provided rational details about card benefits. The target audience walked away with a singular message: Chase Sapphire delivers rewards points you can actually use when and where you want, for any flight, any hotel, any time, with no blackout dates or hotel or flight travel restrictions when you book through Ultimate Rewards…all with no annual fee.

Explain why the creative execution was relevant to the product or service.

The print and OOH creative blended pithy, engaging, to-the-point headlines supported by product reasons to believe-driven sub headlines and body copy. OOH messages combined quick- read benefits mixed with clever and locally relevant language. DRTV provided a longer form message with product details to persuade consumers to apply.

Messages were placed in niche publications specific to the affluent lifestyle. The OOH was a combination of targeted media placements with insightful, location-based messaging, creating a strong presence along main arteries into the city and beyond. An intense transit focus included subway station dominations; complete coverage of affluent areas downtown including shopping and financial districts with static and digital bulletins, street pillars and news racks; and suburban presence in popular premium malls.

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 integrated campaign across all media contributed growing awareness from 48% to 54% in just four weeks time. While the campaign in San Francisco is still ongoing, a quantitative survey to evaluate campaign effectiveness and understand perceptions of the brand was conducted. Television and print contributed significantly to brand attributes as well as intent to apply for a card. The combination of print, TV and Out-Of-Home delivered a 32% purchase consideration.