Life moves faster than we ever expect, and sometimes it’s the smallest moments that shape us the most. That’s the feeling at the heart of Chase’s campaign, “Next Thing You Know.”
Created by agency Droga5, the brand’s message of being there for the big and small of life’s journeys is presented in a uniquely emotional ‘music video’ format. It stitches together a series of vignettes, showing everything from engagement ring and first home purchases to the bittersweet pride of watching a child head off to college, all set to a poignant soundtrack by Jordan Davis.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- American viewers focused on the music as well as the Heartfelt message in the lyrics of “Next Thing You Know,” which—despite the nearly three-minute length—outpaced the average banking ad (past year) across every creative performance metric:
- The new Chase ad was particularly successful in grabbing Attention (ranking in the 91st percentile) and being relatable/Relevant (93rd percentile), while appealing across all age/gender segments.
- Moreover, after a single view nearly one in two viewers (48%) reported being more inclined to consider Chase, to surpass category benchmarks by +11 pts.
- Inappropriate emotion often reflects cases where viewers find it difficult to find the brand in the ad, or link the content to the brand/product.
- The new Chase ad was particularly successful in grabbing Attention (ranking in the 91st percentile) and being relatable/Relevant (93rd percentile), while appealing across all age/gender segments.
- Second-by-second trace reveals a good engagement level (iSpot’s is a non-skippable testing environment), higher among both females and older viewers, that held well throughout the long-form ad (obviously helped by the storytelling in the music):
- Although only present in a single instance at the end of the spot, 71% of all viewers recalled Chase as the advertiser (at norm).
- Still, there exists opportunity for shorter vignettes, if desired by Chase. Most will not watch repeat exposures of the full length, and in skippable ad environments, the message and brand could be missed.
- Earlier and more frequent branding could be considered as well.
- Although only present in a single instance at the end of the spot, 71% of all viewers recalled Chase as the advertiser (at norm).
- The approach yielded positive sentiment in just over half of all comments on the ad, with 32% trending neutral and 17% leaning somewhat negative:
- The length was the source of most objections while positive sentiment appreciated the sweetness of life journeys as presented in the spot, and the emotional yet relatable presentation (and music).
Sample comments on “Next Thing You Know” 2:45
“I just absolutely love the music in the ad, and also the message of the ad. And I can totally relate to it. The only thing I would say is the ad is really long. Also, unless I missed it, I did not know it was for Chase Bank until the end.”
Male 50+
“It gave me goosebumps of the parts I’ve gone through in life and what there is to still come. It hit emotions realistically.”
Female 36-49
“Crazy to see a full-length video of a song as an ad for Chase but definitely unique.”
Male 21-35
“I had a range of emotions watching this video. It made me happy, sad, and hopeless all at the same time. Keep it up, Chase.”
Female 21-35
“It was too long to keep my attention if I were watching TV, so a condensed version would be better. The song and storyline were very relatable and brought up happy, sad, and all the emotions in between.”
Male 36-49
“Well, the ad is for Chase. Not sure how to put it together, but the phenomenal ad kept me interested.”
Female 50+
“This ad was absolutely amazing! I cried like a baby at all the beautiful moments and the music.”
Female 36-49
“It was very moving to think how quickly life moves and how Chase can help along the way.”
Male 21-35
“I loved the music and how the scenes fit in with it. It told a story about your life and how people can trust their banks to help give their families a bright future.”
Female 50+
“The Chase ad was different. It felt like a country music video that happened to be a Chase commercial.”
Male 36-49
“I loved it. It was the most amazing I have ever seen—I actually cried.”
Male 50+
- Chime recently saw similar (and even a bit stronger) success with their convincing :60 “You’re Making It” with a narrated detail (featuring Deion Sanders) of how the brand supports different life and financial journeys:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Droga5