Chase Sapphire Preferred clearly targets the affluent segment with both its rich product value prop and its elevated product identity. Chase Slate clearly targets conservatives with its no-fuss product value prop and minimalist product identity. Both have their shtick. But Chase Freedom has, for some time now, been quite simply known for its rich cash back offering. And while it has a recognizable product identity in terms of unifying design elements, it has lagged in terms of brand personality and expression.
That’s beginning to change, however, with this spring’s launch of #forthefun. The campaign, which has given Freedom a bit of a personality boost, centers on the juxtaposition of the card’s utility (“the card is for the essentials”) and the card’s end benefit (“the cash back is for the fun”):
As brought to life in these Facebook posts, #forthefun pairs necessities with things you enjoy in life:
- Use your card for winter jackets (the essential); use your cash back for sleds (the fun).
- Use your card for headphones (the essential, at least for some); use your cash back to purchase your theme song (the fun).
- Use your card for travel items (the essential); use your cash back for snorkeling (the fun).
- Use your card for a rental car (the essential); use your cash back for a souped-up jet ski (the fun).
In addition to running the campaign on Facebook and Twitter, Chase has also invested in national TV spots. The primary TV spot run to date not only puts #forthefun at the forefront, but wisely (and effectively) makes the connection to Chase’s So You Can corporate brand campaign launched in 2013, something most Freedom communications in the past have not delivered. So You Can is intended to make an emotional connection with consumers by focusing on personal empowerment and life’s meaningful moments – to which #forthefun seems like a natural extension.
We love where Chase is going with the campaign and how it’s attempting to differentiate its cash back product from so many others in a crowded market. We look forward to seeing how #forthefun plays out!