By Brittaney Kiefer
Copyright adweek
Chase Sapphire Reserve has enlisted model and entrepreneur Hailey Bieber to help push the premium card to a younger generation. Bieber is the face of Chase Sapphire’s new ad campaign, launching today (Sept. 17) and running across out-of-home and social media channels.
The Sapphire Reserve is a popular, premium credit card, and the stakes are particularly high this year for it to attract and retain customers, as its annual fee will increase from $550 to $795.
The JPMorgan brand chose Bieber as an ambassador because “she reflects the aspirations of the Sapphire Reserve cardholder: worldly and travel savvy,” said Leanne Fremar, global chief brand officer at JPMorgan Chase.
“Our new campaign is centered around capturing the essence of luxury, travel, and Hollywood glamour–things we know our Sapphire Reserve cardmembers love–and who better to capture that essence than Hailey Bieber,” Fremar added.
Bieber, who founded skincare and beauty brand Rhode, has a “strong connection with Gen Z and younger millennials” that will help Chase reach those audiences “more effectively,” Fremar said.
The campaign, created in-house and shot by renowned fashion photographer David Sims, builds on Chase’s recent push into high fashion after featuring model and actress Claudia Schiffer for a campaign in June. Schiffer is also a brand ambassador for Bieber’s Rhode.
The financial brand has broadened its roster of celebrity talent to reach audiences through entertainment and pop culture, enlisting stars like actor Ben Stiller, singer-songwriter Ella Langley, and the Foster sisters.
While Chase declined to disclose the media spend for the campaign, global chief media officer Tracy-Ann Lim said it “represents one of our most significant marketing efforts for Sapphire Reserve to date.”
“The scale and visibility of this initiative reflect our commitment to making a major impact in the market, surpassing many of our previous campaigns in both reach and ambition,” Lim said. “This truly marks a big moment for us.”
Bieber has forged partnerships with other brands, most recently starring in a campaign for DKNY.
