OOH MARKET CAMPAIGN by Quigley-Simpson for JPMorgan Chase

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OOH MARKET 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: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: CHASE CARD SERVICES
Product/Service: CREDIT CARD
Agency: QUIGLEY-SIMPSON
Date of First Appearance: Oct 25 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: OOH Billboard - "Different And Proud" - Zenith Media - Clear Channel - Bayshore Frwy 150' N/O Paul, ES, SF - 25 October 2010
Media placement: OOH Bus Shelter - "Love Haight" - Zenith Media - Clear Channel - Famous Haight-Ashbury district in San Francisco - 1 November 2010
Media placement: OOH Subway Station Concourse - Zenith Media - Montgomery, Embarcadero And Powell Stations - 1 November 2010
Media placement: OOH Submway Station Platform - Zenith Media - Montgomery, Embarcadero And Powell Stations - 1 November 2010
Media placement: OOH Subway Station Domination - Zenith Media - Montgomery, Embarcadero And Powell Stations - 1 November 2010
Media placement: OOH Street Pillar - "Use Your Points To Escape" - Zenith Media - JC Decaux - Pier 39 in Downtown San Francisco - 15 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.

To reach a geographically concentrated group, a campaign was launched that positioned Chase Sapphire as the next generation rewards card that combines premium service and flexible travel benefits. The campaign had to deliver product messages where the target audience could be found broadly and on a 1-to-1 basis. San Francisco, a vibrant city with a high concentration of affluent, travel-engaged consumers, was the site of the campaign.

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). The campaign “Big Type” brought the card’s experiential benefits to life, grabbing the attention of the affluent consumers as they went about their daily lives. 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 OOH creative blended pithy, engaging, to-the-point headlines supported by product reasons to believe-driven sub headlines and body copy.

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.

The OOH messages combined quick- read benefits mixed with clever and locally relevant language.

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.
While the campaign in San Francisco is still ongoing, a quantitative survey to evaluate campaign effectiveness and understand perceptions of the brand was conducted. The out-of-home campaign worked well in aiding brand awareness with an increase of 10% in the San Francisco market. This not only contributed to brand awareness but also worked well in increasing metrics of purchase consideration by 11% and intent to seek information about the brand by 11%. Out-of-home messages also added increases to all brand metrics (awareness, purchase consideration, intent to apply and intent to seek information).