Banking App Chime's Campaign Celebrates Financial Decisions that Lead to Life’s Big Moments

Chime mobile banking app, is launching the 'Chime Feels' advertising campaign to help people feel good about the financial decisions that lead to life’s big events. SF-based agency Barrett developed the creative work. The spots will begin to air on February 6th on Broadcast, Streaming (Hulu, Peacock, Tubi and Fubo) and Digital (social, YouTube) media.  

The new campaign follows Chime members as they contemplate a series of big life moments. We bear witness to Chime’s confidence-building financial tools, propelling them toward their goals. The creative celebrates this. A father and son admire a dream 'cool' truck, hoping one day it will be theirs; and an entrepreneur chases her dream of opening a bakery.

Members build confidence in their day-to-day financial decisions using Chime’s unique suite of 'peace-of-mind' products - including SpotMe fee-free overdraft, early payday with direct deposit, and Credit Builder, which can improve credit scores over time. The spots show how Chime is more than a banking app - it’s a financial partner who is there for you every step of the way.

The campaign uses the track 'Feels' by Calvin Harris featuring vocals by Katy Perry to connect to the feeling Chime wants all members to have. This sentiment is captured in the commercial’s tagline, “When your money’s good, you feel good.”

“Now more than ever, consumers are looking for a banking-services partner to help them feel better about their finances so they can move confidently toward achieving both short- and long-term dreams,” said Vineet Mehra, CMO at Chime. “‘Chime Feels’ was designed to celebrate how Chime shows up for its members so they can celebrate more of life’s big moments.” 

“Chime offers its members all kinds of tangible financial benefits and also one huge benefit that is often not so tangible: a feeling of confidence,” said Jamie Barrett, executive creative director at Barrett. “As we head into uncertain economic times, that feeling is more important than ever.”

Barrett has worked with Chime on multiple campaigns since 2018.