Chase Fraud Detector: New Product Launch Direct Mail Test

Chase Fraud Detector is a fee-based, credit card enhancement product designed to protect Chase credit card holders from identity theft, one of the fastest growing crimes in America.

Launched in Fall 2003 via direct mail to 500,000 Chase credit card holders, the program's objective was to test both price and creative to establish a cost-effective control offer and messaging platform against which all future mailings and marketing efforts would be measured.

To achieve program objectives, we developed two creative strategies for testing. The price test matched a monthly vs. annual fee proposition, while the creative test matched the timeliness of a "newsworthy" approach vs. one based on the emotional impact of "fear". The copy in the creative test was supported by current statistics and trends to enhance the relevance and urgency of protecting your good name.