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30 TV

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Credits & Description:

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CHASE
Product/Service: UNITED AIRLINES MILAGE CARD
Agency: QUIGLEY-SIMPSON
Executive Creative Director: Desmond Burrows (Quigley-Simpson)
Associate Creative Director: Sariah Dorbin (Quigley-Simpson)
Senior Art Director: John Shirley (Quigley-Simpson)
Senior Producer: Jackie Vidor (Quigley-Simpson)
Media placement: TV - Network TV - 11/24/11

Describe the brief/objective of the direct campaign.
The campaign targeted new customers, including United MileagePlus programme members. Although United MileagePlus credit cards have been in existence for many years, growth had been flat. People were reducing the number of credit cards in their wallets because of the recession and previous advertising had not differentiated the card. To create new interest by demonstrating the benefits in a meaningful way, we tapped into the universal desire for an improved travel experience—The MileagePlus Explorer Card is the ‘insider’s secret’ that creates a different level of experience in United Airlines travel, coupled with the tagline, ‘You’re in.SM’

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Our concept illustrates the product benefits through a story of 2 business partners moving through the airport together. ‘Andrew’ considers himself a seasoned travel pro, armed with tips for the novice. ‘John’ is entertained by Andrew’s insistence on sharing everything he knows, trivial or not. Ultimately, Andrew realises John has secrets that make a real difference in travel—a free checked bag, United ClubSM passes and priority boarding. Consumer research shows these benefits resonate strongly with our target audience. As a result, new card applications and acquisitions were well above projections in the first 4 months of the campaign.

Explain why the creative execution was relevant to the product or service.
Now, United MileagePlus credit cards are the easiest way for the smart traveller to obtain not only the expected airline miles, but also special privileges and unmatched experiences. Our creative brings this positioning to life in an engaging way, reinforcing the brand tone: upbeat, friendly and genuine. It also accentuates the brand benefits: exceptional treatment and meaningful perks.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
A tracking study fielded shortly after the commercial went on air indicated increases in awareness, consideration, intent to seek more information and intent to apply. Credited primarily to this TV commercial’s airings—supported by large media spending—these increases were corroborated by focus groups conducted approximately 4 weeks after the spot had been on air. A majority of respondents were able to play back the storyline, and many were even able to recite specific lines of the characters. Finally, and most tangibly, business results show acquisitions far exceeded expectations after the spot was in flight for only 4 months.

The Direct marketing titled 30 TV was done by Quigley-Simpson advertising agency for brand: Chase in United States. It was released in the Nov 2011.
Advertiser: JPMorgan Chase & Co.
Brand name: Chase
Agency: Quigley-Simpson
Country: United States
Category: Credit Cards
Released: November 2011

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