Chase “Journey to the Front Door”

The Situation

In 2016, long-term home loan rates dropped and stabilized substantially after the housing crisis, leading to increased confidence in home buyers, particularly Millennials. But the joy of potentially owning a house was contrasted by the frustration and confusion of buying one. Chase Home Lending ranked high in customer satisfaction but trailed in conversions. Chase Home Lending also needed to evolve its marketing away from solely financial incentives and offers which had become table stakes. Instead, it needed to emphasize the digital resources and advice Chase could provide and highlight the long-term relationships it had with customers.

Creative Strategy

We developed a campaign thematic of “Journey to the Front Door”. The campaign celebrated the personality and uniqueness of the process for each person and used real customers to help share that message. We surrounded the campaign with video and social content, bank branch merchandising, and developed a custom campaign site where content and resources were made available that gave Chase new ways to think about and talk about their mortgage processes, tools and support.

Results

The number of mortgage originations in 2016 increased 13% from 2015, with 8.4 million mortgages being originated making Chase the second-largest originator of mortgages in the United States.