Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
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
Media Briefing: Amazon’s off-site ad push is becoming publishers’ post-cookie playbook
Amazon is fast becoming a partner du jour for publishers: a kind of post-cookie data wingman that’s helping them monetize the approximate 70 percent of the open web that’s now unaddressable.
Despite the hype, publishers aren’t prioritizing GEO
Even though referral traffic is drying up, most publishers are skeptical of the hype around generative search optimization.
YouTube’s deliberate pace on scalable creator ads raises eyebrows among marketers
Scalable YouTube creator ads are a growing desire for marketers, but YouTube is reluctant to grow this part of its business too quickly.