JPMorgan Chase: CHASE SAPPHIRE & THE TRAVEL CHANNEL

Credits & Description:

Category: Best Use of Television

Advertiser: JPMORGAN CHASE

Product/Service: SAPPHIRE CREDIT CARD

Agency: ZENITH OPTIMEDIA

Date of First Appearance: Aug 20 2009 12:00AM

Entrant Company: ZENITH OPTIMEDIA, New York, USA

Associate Buying Director, National Broadcast: Alissa Greenhaus (Zenith Media)

Supervisor, National Broadcast: RJ Dennis (Zenith Media)

Vice President/Group Media Director: Dorian Roth (Zenith Media)

Associate Media Director: Vanessa Sherman (Zenith Media)

Senior Vice President/Group Media Director, National Broadcast: Larry Hunt (Zenith Media)

Communications Planner: Megan Griffith (Zenith Media)

Media placement: TV Morphed Chase Logo Into Travel Logo - Travel Channel “Caught The Bug” Commercial - 5/18/2009

Media placement: Customized Chase Travel Channel Spot - Travel Channel “Catchit” spot w/ Chase Graphic Morphed Colors To Match Sapphire - 8/20/2009

Media placement: Press Release - Travel Channel And Chase Sapphire Appeared In Multiple Media Outlets (Adage, Etc - 9/1/2009

Media placement: PR - Samantha Brown Appeared On ABC Discussing Chase Sapphire - 9/02/2009

Media placement: Co-Branded Unit - Andrew Zimmern Holding Chase Sapphire Card On The Beach - 10/5/2009

Media placement: TV Integration - Andrew Zimmern - 10/20/2009

Media placement: On-Site Event - Travel Channel And Chase Sapphire VIP Event At The Top Of The Rock In NYC - 10/22/2010

Media placement: TV Integration And Online Microsite - Sam Brown Singapore Sweepstakes - 11/1/2009

Media placement: Co-Branded Unit - Anthony Bourdain Holding Chase Sapphire Card - 1/11/2010

Media placement: TV Integration - Anthony Bourdain No Reservation - 1/18/10



Results and Effectiveness

Results/ROI
While the programme has just recently launched the immediate results have been astounding:
• Travel Channel related press releases delivered 72MM+ earned media impressions for Chase Sapphire.
• Additional metrics will be CTRs from online exposure, traffic to Chase Sapphire web page and other online engagement factors
- Initial indication that CTR on Homepage Roadblock delivered 0.34% CTR vs. financial service benchmark of 0.06%
• Add Samantha Brown participation rates
• Add IAG engagement scores



Creative Execution



Chase Sapphire and the Travel Channel joined forces for a full year-long, multifaceted partnership:

Began by weaving the iconic Chase octagon within Travel Channel’s new branding campaign, 'Catch It'. Travel Channel created a custom version of their new branding spot that incorporates Chase Sapphire 'graphic treatment' throughout the spot (which mirrors the new TV campaign and the unique card art) and ends with a Sapphire-centric closing.

Integrated with key talent: Andrew Zimmern’s Bizarre World, Anthony Bourdain, Samantha Brown, Dhani Jones.

Chase Sapphire has strong visibility throughout the Travel Channel website/VOD platforms.

Launch party at the 'Top of the Rock' where select Cardmembers were invited to join the celebration and mix and mingle with the network’s biggest personalities.

Travel Channel was able to offer up their assets to help bring Chase Sapphire rewards to life, in the area of the Travel Channel Academy.

Exclusive sponsor of the Samantha Brown Sweepstakes.



Insights, Strategy & the Idea

In 2009 Chase Credit Cards launched Chase Sapphire, a premium credit card focused on the Affluent segment seeking to maximise their travel and entertainment experiences. With the economy in a recession, it was extremely important to illustrate that this premium card provides quality, value and 'best in class service' while recognising that the consumer is not about materialism or conspicuous consumption.

The ROI objectives of this campaign were:
• Build awareness for the new Chase Affluent Card – Chase Sapphire
• Create an association between premium travel benefits and Chase Sapphire
• Drive consideration and compel prospects to acquire the card
• Increase share versus competing T&E cards in the marketplace

Strategy:
Develop an integrated partnership with the Travel Channel to drive brand awareness, create an association between Chase Sapphire and travel, and increase relevancy by tapping into key personalities and compelling content.