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
Retailers are rushing to build AI apps. It’s unclear if shoppers will use them
There are almost 900 apps on ChatGPT and 353 Claude connectors, according to AppDiscoverability.com, which tracks AI app data.
Why news publishers are getting into the sports business coverage
Yahoo and Dow Jones are betting on the booming sports business beat, launching new verticals to capture high-value audiences and advertisers.
From ad tech tax to AI data brokers: the new middlemen keep 100%, publishers say
For some publishers, third-party content scraping lands as an even bigger affront than the ad tech tax they’ve spent years navigating – not a share of the pie, but the pie itself.