Chime bank runs its first television spot in over a year

In a new move, however, they recently launched a television spot. Their first in over a year. It’s a fun scene that features two boutique shop employees, where one gets paid early via the Chime app. It ran on Viceland, ION Television, WE Network, MLB, and BBC America for a total spend of $60K (Mintel analysis of Media Radar as of 06/24/19).

What We Think

Chime Bank has been leaning on the same channels of communication, using relatively the same creative and messaging. While great for brand consistency, they were ripe for change. Adding television to their advertising strategy drives home their point of difference, but in a more tangible way. Even if the core message matches the digital work, television places Chime’s brand benefits in a real-world context. This creates situational relevancy which can lead to higher consumer consideration.