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Chime launches branding campaign focused on diversity | Mobile Payments Today

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Online bank Chime is launching a branding campaign focusing on the diversity of its client base.

“Whatever your Zodiac, Chime’s got your back. Tell your barber, tell your neighbors, tell your first-born son, Chime’s making banking better for everyone,” the spot’s narrator raps as animated images of diverse characters in a variety of occupations are panned in the spot, according to a report in Mediapost. It is the bank’s first campaign focused on diversity, according to the report.

The 30-second national spot, created by barrettSF agency, is running on cable, network broadcast and digital. During the past two years, Chime has released national, multimedia, direct response spots primarily focused on driving sign-ups and depicting the online bank as a helpful, easy alternative to big banks. The spot educates customers that Chime has free-of-fees service and the ability to float paychecks faster than other banks.

“We know that people need trusted financial services that are on their side more than ever,” Melissa Alvarado, Chime CEO, told Mediapost. “We’ve proven that banking can be free, helpful, and easy to use, and hope this will inspire more people to learn about Chime’s mission and make the switch from fee-driven banks.”

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