Chase is looking for young customers. They know that people who build trust-relationships with banks will stay with them until overwhelming circumstances cause them to leave. Changing banks is annoying. Customers in their twenties, if carefully attended to, will eventually become more affluent middle-aged customers and then senior customers, possibly with disposable income. The earlier they get them, the longer they have to market their financial products to them (providing they don’t lose them along the way).
With this in mind, Chase has started a campaign on Facebook (picture courtesy of Steve Rubel’s weblog):
As I am not a Facebook member, I can only judge the advertising from the screen capture above. That said, the sponsored page is completely covered by Chase, but the ads are all supportive of the center message (not competing against it). You notice the giveaway and benefits instantly and then the sidebars seem to suggest, “go on, get the card; join the group”.
The campaign and advertising aren’t what I’d call innovative, but well executed. The targeting of college students by a stodgy old bank on the niche and excluse site is innovative, however. Kudos to Chase.