PAUL MEATES
Ripple_cover.jpg

A Point's Worth

Chase was offering 80,000 bonus points if you sign up for a business credit card. It was a market leading offer, but our research suggested small business owners see points as either meaningless, or utterly abstract. To prove just how valuable those points can be, we launched a series of hype-worthy products using points alone.

Part 01 : THE RIPPLE

Refinery29 article for droga5's Effie award winning "The Ripple", referred to here as the Turducken of donuts.
 
 

The first product to launch was “The Ripple” - a donut, in a donut, in a donut, which Zagat crowned as one of the biggest food trends of 2015. It was picked up by the world’s most influential food publications and was seen over 13 million times online, resulting in $796,145 in earned media for The Doughnut Plant. In the eyes of business owners, our points were now worth something.

 
 
PR for droga5's Effie award winning "The Ripple" - the donut phenomenon made exclusively from free Chase Ink credit card points.
TImelapse street mural for droga5's Effie award winning "The Ripple" - the donut phenomenon made exclusively from free Chase Ink credit card points.
Wall Street Journal article for droga5's Effie award winning "The Ripple" - the donut phenomenon made exclusively from free Chase Ink credit card points.
Map of PR reach for droga5's Effie award winning "The Ripple" - the donut phenomenon made exclusively from free Chase Ink credit card points.
 
 

Part 02 : DEATH CORN

We followed up with Death Corn - popcorn burst by the heat of the sun in the hottest place on Earth - Death Valley - and seasoned with salt and mesquite native to the area. We targeted business owners with a making-of film, while Business Insider picked up the story and reaffirmed the worth of our points.

 
 
Packaging for droga5's "Death Corn" - Death Valley sun-popped corn made exclusively from free Chase Ink credit card points.
CGI artwork for droga5's "Death Corn" - Death Valley sun-popped corn made exclusively from free Chase Ink credit card points.
PR for droga5's "Death Corn" - Death Valley sun-popped corn made exclusively from free Chase Ink credit card points.
Making droga5's "Death Corn" - popped in the hottest place on Earth and made from free Chase Ink credit card points.
Popcorn popped in the hottest place on Earth - made by Droga5 exclusively from free Chase Ink credit card points.
PR for droga5's "Death Corn" - popped in the hottest place on Earth and made from free Chase Ink credit card points.
Tasting droga5's "Death Corn" - popped in the hottest place on Earth and made from free Chase Ink credit card points.
 
 

Part 03 : THE FRESHEST JUICE IN TOWN

Finally, we used points alone to prove that Squeezed - a cold-pressed juice company - had the freshest juice in town. We created a Pick-Your-Own-Juice pop-up where visitors could pluck ingredients directly from the branch or fresh from the dirt. Forbes took the story to business owners and proved once again what our points can do.

 
 
A girl picks an apple at droga5's "squeezed" - a pick-your-own juice bar made exclusively from free Chase Ink credit card points.
Overhead of droga5's "squeezed" - a pick-your-own juice bar made exclusively from free Chase Ink credit card points.
PR for droga5's "squeezed" - a pick-your-own juice bar made exclusively from free Chase Ink credit card points.
Herbs at droga5's "squeezed" - a pick-your-own juice bar made exclusively from free Chase Ink credit card points.
Chopping board at droga5's "squeezed" - a pick-your-own juice bar made exclusively from free Chase Ink credit card points.
 
 

The campaign changed business owners’ perception of our 80,000 point signup offer from utterly abstract to undeniably valuable, and increased signup intent by 20%.

 
 
Awards and PR for droga5's "squeezed" - a pick-your-own juice bar made exclusively from free Chase Ink credit card points.