Chase recently launched this print advertisement for its Sapphire card, which features a QR Code. (This is the left-hand page of a two-page spread.) When the code is scanned, dare I say that it resolves to a mobile website? Well, look at that, it sure does. Haven’t seen one of those for a while.
Other than placing the QR Code close to the gutter of the magazine and not including any kind of description, instructions or call to action surrounding the code, at least the company makes good on linking readers of the ad to a mobile website. Once on the mobile website, readers can find all they need to know about the credit card, from how to apply to how to redeem reward points, from service deliverables to credit terms and conditions. Readers also have the ability to email the offer to others.
As positive as I am on the advertisement from a 2D execution perspective, I am a little less so, however, from an overall strategic marketing perspective. Here’s why.
These are the main copy (selling) points on the mobile website:
Rewards Flexibility You Need
- No travel restrictions or blackout dates when you book airfare or hotel through Ultimate Rewards(sm)
- Redeem rewards for anything you want
- Any flight, any hotel, any time with the Pay Yourself Back Guarantee
Service You Expect
- Our phones are answered by people, no prompts
- Enhanced Identity Protection & Zero Liability
Greater Value You Want
- Earn 1 point for every $1 spent on purchases
- No earning caps and no expirations
- Earn double points when you purchase airfare or hotel through Ultimate Rewards(sm)
Question for our viewers at home: What is Chase really offering here that is so above and beyond what most any credit card customer would expect from their credit card provider? All of this should be standard and given, not thought of as extras or real benefits. The one point I love the most is “our phones are answered by people, no prompts.” Gee, how long has it taken Chase, or any other major U.S. company for that matter, to figure out that prospective and/or existing customers actually prefer to speak with a real live service representative instead of scrolling through an endless menu of options and recorded prompts?
Again, the execution of the QR Code works and makes sense, so for that I’ll give it a “PASS.” But, insofar as the company’s offer, I believe Chase and most other financial service providers need to keep trying across the board. What ever happened to the free toaster?
Lastly, I have noticed a couple of other ads by Chase making use of codes and I am wondering if this is all being driven internally or through a code provider.
2D Barcode Litmus Test: PASS