The first overhaul of JPMorgan Chase's brand advertising since its 2004 merger with Bank One will launch Sunday with a series of print ads in major newspapers, followed by four television
commercials that will be broadcast in rotation on Monday morning's network news programs. The tagline and theme of the campaign is "Chase What Matters."
The ads, in black and white
with the Chase name highlighted in blue, strive for a contemporary feel and will be used throughout the bank's wide range of consumer businesses, including credit cards, student loans and retail
banking. They also promote the concrete, immediate benefits that bank products and services can provide, like fraud and overdraft alerts.
The new brand campaign is the first time Chase
will apply the same strategy to all of its consumer businesses, but the marketer is forgoing the brand anthem spots typically used to introduce campaigns, focusing on its products and capabilities
instead. The new ads are intended to create a consistent image that's energetic, upbeat and contemporary.
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