for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
JPMorgan is focusing its Zelle efforts on millennials, despite the platform outwardly claiming it’s not targeting that age group.
Chase will soon roll out an animated GIF campaign on social media as the second part of its Quick Pay with Zelle campaign. Part one launched last weekend during the Grammy awards, during which the bank ran a 30-second television commercial starring Sierra Leonean ballerina Michaela DePrince, Chase’s next “Master” after Serena Williams and Steph Curry.
With Chase QuickPay with Zelle, they can set recurring payments so you never wait for rent again. The best part? It’s already in your Chase Mobile app. https://t.co/eS06LGXpO2 pic.twitter.com/tQyDUm75Hf
— Chase (@Chase) January 30, 2018
But the meme concept is something the bank hasn’t ever really done before – at least not at scale — and signals a necessary shift in banks’ digital marketing and messaging to customers as their interactions with every other brand become faster, more personalized, more relevant and more meaningful.
“What changes is how you connect,” said Donna Vieira, chief marketing officer for Chase’s consumer bank. “The channels, mediums and media you use; the copy and creative form like memes and GIFs. Clearly 15 years ago this would be nonexistent, but it’s how this audience communicates with each other, tells their stories and what they find engaging.”
More in Media
Digiday+ Research: Publishers favor generative AI over predictive AI
Publishers have worked to find the right fit for AI tools, and found that generative AI lends itself better to journalism than predictive AI.
MrBeast is so big, Beast Industries turns down eight-figure brand deals if they aren’t the right fit
Beast Industries CEO Jeff Housenbold tells Digiday how the company is expanding and growing the monolith that is MrBeast.
‘I’m playing the long game’: Journalists are striking out alone and discovering the business is toughest beat of all
News creators have become preferred sources for younger viewers, but how do they grow and sustain their independent endeavors?