US – Challenger bank Chime's latest advertising spot positions its services as both accessible and wellness-driven.
With Americans of all backgrounds feeling the financial impact of Covid-19, agency barrettSF highlights the diverse individuals who can benefit from its services, including a yoga master, a barista, and a barber. Focusing on Chime's USP of providing a no-fee service, the brand taps into people’s collective concerns around financial unease and uncertainty, rather than focusing on a specific audience or set of values as is traditional for banks.
‘We know that people need trusted financial services that are on their side more than ever,’ said Melissa Alvarado, chief marketing officer at Chime. ‘We’ve proven that banking can be free, helpful, and easy to use, and hope this will inspire more people to learn about Chime’s mission.’
Consumers are increasingly considering Financial Wellness as a key tenet of their overall health and wellbeing, with companies such as Chime stepping in to support and guide them in being more mindful with money.