• by Judy Warner , April 9, 2007

A multimillion-dollar ad campaign from Chase created for the hyper-competitive tri-state market will break on April 16 and urge consumers and small-business owners to "Tap into the Chase Glow."

Ads will blanket New York, New Jersey and Connecticut as Chase promotes the convenience of its newly remodeled branches and an instant Match and Win game.

"Now that our branches are under one computer system and brand, we can fully serve our customers both where they live and work," says Charlie Scharf, head of retail financial services for Chase.

The New York-based financial services company recently completed the conversion of 339 Bank of New York branches to the new design, replacing a navy blue-and-red color palette with nautical blue and Chase's distinctive octagon-shaped logo. The new design has now been implemented in all 17 states where Chase has more than 8,500 ATMs and 3,000 branches.

Chase will support the "Glow" promotion with television and radio, newspaper, billboards, telephone kiosks, transit shelters, subway platform posters, and commuter rail interior cards as well as with posters and brochures, said Chase spokesperson Mike Fusco.

Its new contest is similar to an instant win game that Chase undertook a year ago as part of its U.S. Open tennis promotion. The current Match and Win promotion allows customers to find out if they have won a cash prize up to $250,000 by entering a game code from the back of an ATM receipt at chaseglow.com. One in 100 codes is a winner.

The campaign was created by mcgarrybowen, the New York shop hired two years ago to rebrand the bank following a series of acquisitions. That included the reintroduction of Chase's trademark octagon, introduced by David Rockefeller in 1960, as a portal for customers to "look" into to see the world of financial possibility and opportunity.

Chase claims the second-largest deposit base in the U.S., and is the No. 1 bank by market share in key markets such as New York and Chicago--two markets where Bank of America and Citibank also have increasingly strong visibility.