JPMorgan Chase: Freedom to be

Chase Freedom Unlimited, a banking brand, partnered with Titanium Worldwide to launch Freedom to Be, positioning Freedom Unlimited as a card for 'someone like me' among the LGBTQ+ community in the US and demonstrating commitment.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

JPMorgan Chase aspires to be the bank for all – including historically underserved segments like the LGBTQ+ community. Despite longstanding support of the LGBTQ+ community, tracking research identified perceptual gaps for Chase and Freedom among LGBTQ+ in trust and relatability. To address these gaps and win in the hypercompetitive cashback credit card space, we needed to learn more about LGBTQ+ consumers to breakthrough and authentically reach the LGBTQ+ community.

Our research unearthed that many LGBTQ+ consumers yearn for the freedom to live authentically...

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