Morgan Stanley | Chase UK Launch

Product + Brand Launch

Chase UK Launch

Making a cashback promise visible where people spend most.

Chase | Publicis | UK

Financial Services · Concept · Prototype · Brand Store · Commerce

Challenge

Build on a previous high-performing campaign while promoting an unchanged product under tighter financial constraints.

Insight

Customers respond to value they can see. Around Black Friday and Christmas, when people are buying what they need anyway, 3% back on Amazon is an easy yes, and the card tends to stay in use afterwards. The offer needed to feel tangible and relevant so people understood it, considered future spending and signed up.

Idea

Chase funded an exclusive 3% cashback on all Amazon purchases for the length of the campaign, against its standard 1%, turning everyday spending into visible value. We pitched a Cashback Visualiser, a scrolling experience showing how 3% stacks up against real products customers care about, and built a prototype. The client chose a simpler awareness page for this launch and kept the Visualiser for the following year. We built that page in Amazon Stores Builder, with a clear messaging hierarchy through to Chase: the first non-endemic custom landing page to run as a Brand Store.

My role

As Creative Director, I led the team, an art director and a solutions manager, to build the first non-endemic custom landing page to run as a Brand Store, which was new ground. I was also in the room with sales partners and account managers negotiating the offer itself: an Amazon-exclusive 3% cashback, against 1% elsewhere, that gave customers a real benefit and made the launch stand out from just another bank.

We worked up prototypes in Figma and got the client aligned while they were launching a new toolkit for the UK, which meant managing a lot of stakeholders. I protected the team, took the flak and gave clear feedback to keep things moving. The page itself was clean and simple, because all it needed was the 3% offer. I oversaw it across media to keep everything aligned as one customer experience and one journey.