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Chase propels prepaid card signups through mobile ads

September 13, 2012

Chase is enlisting mobile as part of a multichannel campaign to promote its new prepaid Liquid card.

The Chase mobile ads demonstrate the idea that the Liquid prepaid card wipes out withdrawal fees by using rich media. The ads are running inside the IMDb mobile site.

“We know our customers are actively engaged with mobile devices, so it is a valued component of our multichannel communications to drive awareness of the new Chase Liquid reloadable card,” said Jeff Pilarcik, senior vice president and head of consumer banking brand and advertising at Chase, New York.

“Rich media proved a perfect way to truly illustrate the many benefits of Chase Liquid,” he said.

Mobile liquid
The copy for the Chase mobile ads scrolls to read, “Wash away card-loading hassles. Introducing Chase Liquid.”

When users tap on the ad, they are directed to a mobile landing page. Consumers are encouraged to shake their mobile device to start the ad, which is meant to push the message that the card “washes away” withdrawal fees.

From there, the landing page refreshes to include a picture of the prepaid card.

When tapped on again, the landing page sends users to a page on Chase’s mobile site where users can learn more about how the card works.

In order to sign-up, consumers must visit a Chase location. A button on the right side of the screen lets users either type in their location or use their device’s built-in GPS to find the nearest ATM or branch.

The mobile ad’s landing page

Past initiatives
Chase has used mobile advertising in the past around similar campaigns.

For instance, last year Chase ran a mobile ad campaign to promote the financial institution’s Freedom program (see story).

Chase's mobile site

Using mobile as part of a multichannel campaign is quickly becoming the norm for brands, and Chase is smart to capitalize on the opportunity to target consumers on a smaller screen.

In this case, the rich media component not only enforces the message behind the campaign, but also makes the ad more engaging, giving users an incentive to interact with the unit for a longer period of time.

Given the action-driven activities of mobile users, using an ad that ties in with location could prove to be effective for Chase to drive foot traffic to branch and ATM locations.

“Chase’s marketing initiatives are centered around the consumer, providing them with helpful solutions in the mediums they most engage with,” Mr. Pilarcik said.

“Mobile plays a notable role not only as a means to effectively reach existing and new customers, but also is at the heart of Chase’s array of convenience features — with mobile applications across the full portfolio of smartphone and tablet devices,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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