CASE STUDY · CHASE
MASTERY.
Chase’s largest consumer banking campaign: masters of their craft showing millions of customers how digital banking gives them back their time.
- CLIENT
- JPMorgan Chase · Chase
- AGENCY
- mcgarrybowen
- THE WORK
- Film · Print · Digital · Social · In-branch
- THE GOAL
- Move everyday banking to digital.
- EXECUTIVE CREATIVE DIRECTOR
- Ahmer Kalam
- FEATURING
- Serena Williams, The Rockettes, Tim Morehouse, Joel Silverman
- DIRECTOR
- Brian Beletic, Smuggler
- LAUNCHED
- April 2015
THE CHALLENGE
NEW TOOLS.
OLD HABITS.
Chase had built digital tools that could handle everyday banking in seconds. The hard part was getting customers to change their habits and use them.
At launch, 19 million customers used the Chase mobile app, up 20 percent, and mobile deposits were up 30 percent. The campaign’s job was to reach the growing number of people banking digitally and show them everything the bank could do.
THE IDEA
YEARS TO MASTER.
SECONDS TO BANK.
We asked people who had spent a lifetime perfecting their craft to show what really matters to them: their time.
Serena Williams, the Rockettes, fencing champion Tim Morehouse and trainer Joel Silverman. Years of practice on one side. Seconds of banking on the other: paying bills on Chase.com, depositing at an ATM, sending money in the app.
THE FILM
SO
YOU CAN.
A :60 anthem directed by Brian Beletic and shot by Bradford Young, a :30 for each master and long-form documentaries.
It extended Chase’s So You Can platform and launched in April 2015 across major live sports, supported by social media, sponsorship and in-branch work.
THE ECOSYSTEM
ONE IDEA.
EVERY TOUCHPOINT.
Product and documentary demos, landing pages and a microsite, augmented-reality demos, branch walls, windows and floor displays, social and Instagram, a music strategy, US Open sponsorship and a full image library.
WHY IT MATTERS NOW
ADOPTION
IS A STORY.
People don’t adopt technology because it’s new. They adopt it when they can see what it gives back.
Mastery made mobile banking about time, not features. Every organization introducing AI faces the same challenge today. We bring the same approach: start with what people care about, then show how the new tool gives it to them.
TALK TO US ABOUT ADOPTION →IN THE PRESS