Chase Freedom Unlimited: Kevin & friends – ‘tis the season for cashbacking

Chase Bank created a celebrity-fronted holiday campaign to drive awareness, preference and consideration for its Freedom Unlimited cash back credit card in the United States.

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

The payments space has become increasingly competitive, with everyone offering great rewards. This hypercompetitive market forced us to ask ourselves how to break through the "rewards clutter" and make Freedom Unlimited stand out during an exceptionally busy holiday shopping season.

Our research unearthed a foundational shift in how consumers view rewards. Today's consumers expect to be rewarded for every purchase seamlessly and conveniently - what was once a bonus is now table stakes.With everyone offering rewards, messaging "3% on this" alone becomes wallpaper - we...

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