Uncommon Boldness: The Chase Sapphire Story

US financial services provider Chase's successful introduction of a rewards-based credit card during a time of recession won a silver at the ARF David Ogilvy Awards.

Uncommon Boldness: The Chase Sapphire Story

BUSINESS BACKGROUND

In late 2007, Chase recognized a tremendous potential in directly appealing to an affluent audience and to close the gap in its proprietary card portfolio. As Chase was perceived predominantly as a mass brand, developing a new product and positioning that differentiated a premium credit card offering would require considerable understanding of this segment and methodical steps to build the product and communications – but Chase was up for the challenge.

We needed to gain an understanding of the major competitors and to uncover needs still not being met. However, over time,...

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