Chase for Business: More Than: Zach & Zoe Sweet Bee Farm

JPMorgan Chase, a financial services firm, launched a campaign in America to connect with small business owners emotionally, show relevance and explain the benefits and features of a new integrated banking product, Chase Business Complete Banking.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

In advertising, small business owners are often painted with a single brush: time-starved and overwhelmed. Using extensive consumer research, we uncovered insights that went beyond these usual tropes and created an emotionally-driven positioning, platform and creative that empathizes with small business owners and reinforces how Chase for Business products and services have been built to meet their needs.

Two key learnings continually emerged from our consumer research. First, personal passion isn't the only reason to start a business. Serving a purpose beyond themselves - to community, family,...

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