Chase Rings a Bell for America's Small Businesses

Push Is Latest Effort From Droga5; Includes Launch Ceremony With Gregorys Coffee at New York Stock Exchange

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Advertising Age Player

Chase is ringing in its new small business campaign—with actual bells. On Wednesday, the bank is unveiling a digital push for Chase for Business by asking small businesses in the U.S. to submit themselves ringing their own morning bells every day when they open for business. The results will be depicted on a dedicated website, One 40-second anthem spot (above), which features entrepreneurs at a deli, coffee shop and barbershop, explains the effort.

"There are those who are up before the birds, before the sun, yet there's no celebration when their day begins," a voiceover laments. "Some businesses have an opening bell—at Chase, we believe small businesses deserve one too."

The campaign will kick off with a launch ceremony at the New York Stock Exchange. Greg Zamfotis of New York-based Gregorys Coffee, a 17-unit chain, will ring the bell, while the portraits of dozens of other small business owners will be on display. Mr. Zamfotis is a Chase for Business customer.

Chase worked with Droga5 on the campaign. The new push follows recent work for the bank's consumer banking division and new Freedom Unlimited credit card from the New York-based agency.

As more entrepreneurs submit their bell ringing, Chase will feature the content on social media and other digital channels, and will also air the clips on its Times Square billboard in Manhattan. The campaign was designed to debut during National Small Business Week, which began on Monday. One small business will be featured on the website every day for the rest of the year.

"No one has ever tried to put small business on the same stage as big business," said Justin Ruben, group creative director at Droga5. "And they've certainly never done it the way we will be."

Chase serves roughly 4 million American small businesses. The new push comes after a small business-focused TV campaign last fall that illustrated the relationship Chase has with its clients and how the bank has helped them remedy common business pitfalls.

Last May, Chase awarded grants of $100,000 and a trip to LinkedIn's California headquarters to 20 small businesses in the U.S.

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