CREDIT
JOURNEY
CREDIT JOURNEY Gen Z is the biggest opportunity in banking and the hardest audience to win. Credit Journey was built for them: a completely free tool to monitor your credit score, build a personalized improvement plan and protect your identity, no bank account required. The product wasn't the problem. Almost nobody knew it existed. The platform was averaging 9,000 enrollments a year. The business needed 300,000 to 500,000.
Most brands treat Gen Z like they need to be convinced that credit matters. They don't. They're already paying on time, staying out of debt and checking their scores. What they needed was someone to show them what to do with that conviction. We positioned Credit Journey not as a banking product but as the upgrade from money smart-ish to money confident. And because this audience had already tuned out the category, the creative had one job before anything else: be worth watching.
Education that looked and felt like entertainment. Five social-native concepts, each built around a different Credit Journey feature. A gameshow dunk tank on what actually lowers a score. A yoga instructor delivering hot tips mid-flow. An apartment transforming as an improvement plan takes hold. A comedic exchange with a dark web hacker. Shot on iPhone with one small crew over two days in Portland, edited entirely in-house. It didn't look like an ad. It looked like content.
A 1,000 RESPONDENT GEN Z STUDY BEFORE THE BRIEF
Before a single concept was written, we ran a proprietary Gen Z financial research study: more than 1,000 respondents, ages 14 to 28, nationally representative, quantitative and qualitative. The research surfaced the tension that made the brief, then informed every executional decision from platform selection to video pacing. The five videos weren't gut calls. They were answers to questions the data had already asked.
“I’ve said it before, but I’ll say it again: your team is the best agency that I’ve worked with during my tenure at Chase. And I’ve worked with a bunch. What you all have built is special.”