How Chase marketed to Chinese Americans, helping them master technology

This event report explains how JPMorgan Chase leveraged cultural insights about the Chinese-American community to help promote its suite of digital services.

How Chase marketed to Chinese Americans, helping them "master" technology

Sonia Paul

The Chinese-American community is wealthy, educated, large, and represented well in JPMorgan Chase's top markets. All of which makes this particular slice of the Asian-American demographic an important focus group for the financial institution's multicultural branding.

But Chase was having trouble showing these consumers how easy and simple using its digital services can be, especially among older generations more used to banking with a teller. That was at one extreme end of the creative-challenge spectrum. At the other end was a further hurdle: The young Chinese-American audience tended...

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