Chime is a banking app with a severe social following. At almost 1 million Instagram followers, the Chime app stands out from different banks in its loyal fanbase. However the decade-old model is searching for wider title recognition, which is why it lately chosen AKQA as its built-in advertising and marketing company.
The partnership appears to be like to redefine monetary providers, consumer experiences and lead the digital transformation of the monetary sector, in line with AKQA.
“It appears like the fitting kind of partnership as a result of they’re a really revolutionary model and we share that widespread dedication to innovation,” Tesa Aragones, AKQA North America president, instructed Adweek.
Aragones will work with Chime CMO Vineet Mehra, who joined the model in Might 2022, to make Chime’s monetary providers accessible to everybody.
“It’s this concept of group constructing,” Mehra instructed Adweek. “The times of simply promoting your product and pondering folks will simply settle for it are over.”
Mehra, who has held CMO and CGO roles at Walgreens, Good Eggs and Ancestry, mentioned that AKQA isn’t simply an promoting store, however one which understands the significance of community-powered manufacturers to construct tradition.
“That was one thing actually essential for us—a extra trendy tackle construct manufacturers in a world the place group and tradition are so related,” Mehra mentioned, including that AKQA additionally understands innovation and creating a tremendous expertise for purchasers to assist construct a model.
A dedication to inclusivity
Each Aragones and Mehra mentioned that Chime and AKQA share a ardour for inclusivity and accessibility. What which means is that they need to make sure that the subsequent era of economic firms is accessible to all, no matter background or monetary standing.
Chime has a historical past of championing those that have had monetary troubles. It was based in 2012 following the recession that decimated the financial institution accounts of many individuals. Chime launched options like fee-free banking, SpotMe overdraft safety and early pay. And the app continues to supply incentives. In 2022, conventional banks charged $9.9 billion in overdraft/NSF charges, almost half of pre-pandemic ranges, whereas Chime supplied members with $5 billion in tax refunds as much as 5 days early. These improvements made others within the monetary sector change how they do enterprise.
