Chase Cases Chicago

Lewis Lazare: Hello!
We’ll be hearing the aforementioned sweet and simple greeting a lot in various contexts over the next two weeks as financial services giant JPMorgan Chase & Co. launches a “Hello”-themed ad campaign to herald the formal rebranding of some 330 Bank One outlets in the Chicago area — as well as many hundreds more throughout Illinois and northwest Indiana — with the Chase name.
New York-based JPMorgan Chase, you might recall, acquired Bank One last year, but waited until now to formally commence the huge task of putting the new Chase branding in place throughout the local market.
Perhaps the most dramatic advertising move in the rebranding effort is a massive “station domination” ad display at all of Chicago’s major rail stations, including the Ogilvy Transportation Center, the La Salle Street Station, Randolph Street Station and Union Station. At each location, commuters will be bombarded with outdoor executions boldly using the “Hello” theme, and announcing the changeover to Chase from the Bank One brand.
Finally, lest Chicagoans think the former Bank One has abandoned the city altogether after the JPMorgan acquisition, two permanent, illuminated 11-foot Chase signs with the octagon icon are going up atop what was formerly the 57-story Bank One Plaza Building at 10 S. Dearborn, now being rebranded as Chase Tower. The facility will remain the headquarters for JPMorgan Chase’s consumer and commercial banking business.
So no need to say goodbye. Chase will still have a major corporate presence here.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.