Chase + Apple Pay
The Ask: Create four emails designed to encourage habitual spending via Apple Pay in a digital wallet. Completely overhaul the existing design to be more fun, cheeky and flirty in visuals and copy tone.
Objectives
The first audience consists of inactive users, who will receive two emails encouraging them to resume using Apple Pay with their Chase card. The second aims at non-provisioned users, who will also receive two emails introducing them to Apple Pay’s benefits and prompting them to add their Chase card. Both campaigns highlight the speed, convenience and security of Apple Pay, while emphasizing continued Chase rewards earnings.
Challenge
The challenge was twofold: reigniting interest in Apple Pay among inactive users while also introducing non-provisioned users to its benefits. Both audiences needed messaging that was fresh, compelling, and aligned with Chase’s emphasis on rewards, speed, convenience, and security. A complete design overhaul was essential to ensure the emails stood out in crowded inboxes and drove action.
Solution
To tackle these challenges, I embraced a fun, cheeky tone of voice paired with vibrant visuals to create emails that captured attention and drove engagement. Key contributions included:
Overhauling the email design to include playful graphics and engaging hero modules that spotlighted the benefits of Apple Pay.
Developing two unique campaigns:
For inactive users, highlighting the ease and security of returning to Apple Pay with their Chase card.
For non-provisioned users, emphasizing the rewards and simplicity of setting up Apple Pay for the first time.
Crafting clear, action-driven messaging that encouraged users to make Apple Pay a habit while reinforcing Chase’s core value propositions.
These efforts brought Apple Pay’s features to life, creating a memorable and motivating campaign for both target audiences.
Conclusion
The Apple Pay campaign successfully reimagined how users engage with digital wallets by blending creativity with strategy. By highlighting speed, convenience, and rewards in a fun and approachable way, I delivered emails that stood out visually and resonated with users. This project underscored the power of tone and design in driving re-engagement and adoption.