In a crowded and competitive category, Chase wanted to cut through the noise and prove to intimidated potential homebuyers that there’s a way to make this tough process simpler. We needed a disruptive campaign that could relate to homebuyers and show that Chase provides an "easier way home" with its lending process and intuitive Chase MyHome dashboard.

Our campaign connects to homebuyers by being honest about how confusing the process is. The relatable and hilarious Melissa McCarthy brings that while the Property Brothers bring credibility and know-how, showing Melissa and viewers that Chase provides an “easier way home” with its simpler process and intuitive MyHome dashboard.

We used the comedy of Melissa McCarthy to show the chaotic process and anguish of home buying. Pairing her with the Property Brothers, we were able to show how the arduous process of home buying can be handled simply within the Chase MyHome dashboard. From seeing how much you can afford, searching for homes and loans, to managing your mortgage and understanding the value of your home- Chase MyHome makes it easier.

The category is crowded, the process is confusing. Relatability and credibility were the two most important factors. Connecting to people and showing them there is a simpler way through the nuttiness of homebuying was key. We found credibility in the Property Brothers and relatability in Melissa McCarthy. Fortunately we found comedy in both. They also have big followings and happen to be friends in real life, which translates on screen. Those things were a bonus.

In a crowded and competitive category, Chase wanted to cut through the noise and prove to intimidated potential homebuyers that there’s a way to make this tough process simpler. We needed a disruptive campaign that could relate to homebuyers and show that Chase provides an "easier way home" with its lending process and intuitive Chase MyHome dashboard.

Our campaign connects to homebuyers by being honest about how confusing the process is. We needed to deliver our message in a way that could be both trusted and breakthrough to earn our target’s attention. We tapped into the credibility, appeal and huge following that only the Property Brothers can bring to home buying. Inspired by a recent project they did together, we leveraged Melissa McCarthy to expand reach and bring the comedic chops to further differentiate us from the category.

The campaign ran on TV, online video, social (Pinterest and Snapchat), as well as banners and OOH. It launched on March 28, 2022 and ran through September of the same year.

After Melissa McCarthy overcame the stresses of home buying with the help of the Property Brothers, Chase saw a 9% lift in volume overall. So, apparently the calculator worked after all. The Chase Home Lending website pages received an increase of approximately 2 million additional visitors during the 6-month run of the campaign. With our market analysis showing an overall lift in traffic to the site, reaching as high as 14%.