financial services

Chase Features Real Cardmember In Campaign

Chase

Chase Card Services is launching a new campaign for Ink, its small business program, featuring a real-life customer. 

The 30-second spot, which debuts July 5, stars Marlo Scott, owner of Sweet Revenge, a cupcake, wine and beer bar in New York City. In the spot, she talks about how the Chase Ink card helped her get started.

Scott, a Chase customer since 2008, will also appear in radio, print and Web ads. Major cable station media partners include Bloomberg, Discovery, ESPN, Fox News, History Channel, MLB on Fox, The Science Channel and The Weather Channel. Print ads will be featured in Inc., The New York Times, The Wall Street Journal, Fast Company, Entrepreneur and MyBusiness.

"Featuring a card member is a natural evolution for Ink from Chase," Mike Nagle, general manager of Ink from Chase, tells Marketing Daily. "Ink is designed to help small business owners succeed and we celebrate Marlo's achievement and hope this campaign inspires others."

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Chase learned about Scott's experience with the card through a customer research focus group. It was struck by her passion to succeed and make a name for herself. The initial television spot, shot in New York City, includes footage from Sweet Revenge and Scott's office.

In the ad, Scott specifically notes the fact that her Ink card is "accepted in twice as many places as American Express worldwide," plus, "if I need to give my employees Ink cards, they're free."

New York-based advertising agency Mcgarrybowen created the TV and print campaign, while Zenith Media oversaw the media plan.

The spot featuring Marlo Scott was directed by Clio Lifetime Achievement Award recipient Tony Kaye. Digital agency T3 developed and maintains Ink's dedicated microsite at www.inkfromchase.com.

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