Chase campaign shifts focus to consumer needs, controls


Chase’s new campaign, which debuts Sunday, will shine a laser-like focus on What Matters to customers, alerting them to the ways Chase can help them manage their money and their lives.

 “Chase What Matters,” a campaign created by mcgarrybowen of New York, repositions the Chase brand. More than just a campaign, the new direction emerged from research to understand how consumers view Chase and what they want from a financial institution.

The campaign demonstrates that Chase is the bank to keep up with the needs and desires of people with busy, dynamic lifestyles.

The advertising launch — more than 70 million in Q1 alone, including Internet, national and local media — uses iconic music and black-and-white images accented by Chase blue. It spotlights themes that matter to most consumers:

Access, protection, advocacy, recognition and value.

The television ads will air Monday during the “Today Show” and on “Good Morning America”, both starting at 7 a.m. ET. Ads will also appear on ABC, CBS and NBC nationally, as well as on cable including the Food Network, HGTV and The History Channel. Online will be seen beginning 1/14 on high-impact sites such as and Print will begin running this Sunday.