LOS ANGELES: Chase, the financial services provider, has effectively encouraged Chinese American consumers to use its digital tools through a campaign based around “mastery” and obtaining greater control of their money.
Cheryl Lee, Group Account Director for interTrend Communications – which worked with Chase on its Chinese-American marketing plan – discussed this topic at the Asian American Advertising Federation’s (3AF) 2016 Asian Marketing Summit.
More specifically, she outlined how the organisation boosted uptake of its digital banking services among both the older and younger segments of this audience.
Drilling down into the insights around this cohort as a whole gave Chase a hint regarding the best ways to engage them with meaningful messaging, she reported.
“They want to make the decision. That’s a very important insight into how Chinese Americans perceive finance,” Lee said. (For more, including further campaign details, read Warc’s exclusive report: How Chase marketed to Chinese Americans, helping them “master” technology.)
In response, the campaign deliberately positioned Chase’s mobile and online banking services as tools for an individual to “be in control” of their finances.
Communications also juxtaposed the effort people must expend to “master” certain disciplines with the simplicity of using Chase’s technology.
“Usually when we talk about ‘master,’ we have an expert. They take years to master a very difficult platform or skill. But when we talk about technology from banking, it’s easy,” Lee said.
This idea was initially brought to life through a partnership with Loretta Hui-shan Yang, a Taiwanese actress and glass artist who embodied “mastery” in practice.
“It’s very interesting how she transformed from an acting career to a glass artist, and also the mastery … You can make a mistake, fail all the time, then you do it again,” Lee said. “And that’s also something we want to share with our audience.”
A second iteration of this campaign involved a tie-up with Isaac Hou, a Taiwanese-American street performer who has entertained crowds for ten years, and promised to reach a more youthful demographic.
“This is the Mastery 2.0 version,” Lee said. “I think his background story can represent a new generation of master for our market.”