Chase Bank's California Campaign
Posted by Victoria Solomon
Last year, Chase Bank acquired Washington Mutual and refurnished their banking locations in California to become Chase Banks. Chase Bank is one of the sixth financial institutions in the world, however, since it has never been used in California, they needed a strong advertising campaign to get new clients and customers. They decided to stick with their three main company colors: white, blue, and black. They hired McGarryBowen advertising agency to create these advertisements and commercials. Their campaign is called "Chase What Matters." They decided their target audience would be California citizens in general, and I'm guessing they wanted 18-50 year olds. Their advertisements were simple with a white background, a strong tagline, and a supporting image. For example, see below.
Chase uses humorous taglines that plays on the weather, in San Francisco. Citizens of San Francisco can then connect to these taglines. This creates a positive brand image for Chase. Chase put up the billboard below where there was a marathon being held:
They also connected their print advertising well to their TV commercials. For example, see the link below. The effectively connected their advertising campaign.
http://www.youtube.com/watch?v=NEo36V2RDPg&feature=PlayList&p=FD3F681520...
They finish with the tagline, "New to California, not to banking." Another billboard they had featured the tagline, "California's brand new 200-year-old bank." By placing their advertisements on buses, huge buildings, and billboards they reach people all over California, specifically cities such as San Francisco and Los Angeles.
This advertising campaign is effective because once again it uses simplicity. Simplicity is possible while maintaining the brand's visual design, as we saw last week with Snickers. Great taglines, and a brand's design is the best advertising sometimes.
Posted: October 25, 2009 11:26 pm | 0 comments
Tags: advertising, California, Chase Bank
