Campaign Identity, Creative, Experiential
US Open | Chase
Elevating the Chase brand presence at the US Open with FOMO-inducing experiences.
Sponsoring brands at the US Open suffer from being surrounded by a sea of sameness year after year. In 2023, Chase was looking for new ways to stand out from the competition and persuade their card holders to sign up for the Chase Pass to ensure an elevated and positive US Open experience with Chase.
They required a new visual language flexible enough to include the entire fan experience, from Chase booths, to the kiosks, the Chase Lounge, Chase Terrace and mobile charging stations.
An expanded, visually compelling and adaptive campaign system was developed that clearly amplifies the benefits of experiencing the US Open with Chase, albeit with a bit of creative playfulness and approachability.
Spreading the word
Before the Open, fans needed to learn how to unlock the best experience with the Chase Pass. By signing up for the pass, fans received access to the Chase Lounge, Terrace and free food/ drink/ merch giveaways. Digital video, banners, in-branch signage and social content were used to spread the word.
Reinforcing benefits
and driving participation
The goal on-site was to undo the previous year, with a premium, elevated look and feel that gets people excited about level of detail, care and excellence that Chase brings to the US Open experience.
Along with Chase Pass benefits, Chase offered mobile charging devices and free-giveaways to all US Open attendees. These additional benefits were communicated during matches on the digital boards and clearly labeled across signage and kiosks throughout the venue.
The Chase Mobile Charging Booth
One of the premier benefits that Chase offers during each US Open is the free use of their mobile chargers for anyone (Chase cards holder or not) in need of them.
At any point, visitors can stop by the booth and pick-up a mobile charger. Throughout the grounds, signage directed visitors to the charging booth and return bins for the used chargers.
Arther Ashe Stadium
In stadium featured messaging that communicated the benefits of experiencing the US Open with Chase. From using the Chase mobile chargers, to visiting the Chase Lounge and Chase Terrace for shade, drinks and treats.
J.P. Morgan
at the US Open
Along with Chase, J.P. Morgan has had a long history as a proud sponsor of the US Open. Throughout their years of engagement, they have been a supporter of equal prize money for both women and men at the US Open.
My role & contribution
I led a team of designers for the design and application of all physical on-site experiences. Additionally, I co-led with the creative leads to provide video and social art/ copy direction. As a team, we jumped into a pre-existing interagency structure quickly building rapport with cross-functional agencies to ensure strategic and creative cohesion across all aspects of the campaign and activation. We supported in-market execution by providing templated designs for broad, modular application, as well as robust QA, including on-site visits for final fabrication.
Strategy
Alessandra Pinho
Tarirai Chivore
Steph Cortinhal
Darias King
Production
MK Smith
Jessi Aylward
Shelley Russel
Kristopher Kowal
Account
Jordan Middendorf
Ryan Shira
Kevin Romero
Creative
Mike Lee - GCD
Kristina Kriisa - CD
Jienne Alhaideri - Art
Rachel Wyse - Art
Tim Cahill - Copy
Design
Cory Galster - GDD
Warren Teo - DD
Josh Fiebig - Designer
Jackie Dempsey - Designer