Chime Taps Influencers to Underscore the Arbitrary Nature of Traditional Pay Cycles

Chime, a financial technology company for everyday people, today debuted its largest national brand campaign to date, “Unlocking America’s Pay.” As Chime continues to disrupt the trillion dollar banking category, the campaign promotes Chime’s latest MyPay innovation which allows members to access up to $500 of their pay before payday. The campaign marks Chime’s first major MyPay push since its launch in May, which already has 2 million Americans enrolled. 

People work hard everyday, but have to wait to get paid. More than $340 billion of American wages and salaries are trapped in an outdated two-week pay cycle. With 73%³ of American workers waiting at least two weeks to receive their pay, many are forced to rely on high-interest credit cards, payday loans, or overdraft fees to make ends meet. To give people more control and freedom over their pay, Chime’s MyPay aims to disrupt the status quo in banking by addressing the needs of everyday people and helping them unlock financial progress™.

“After years of being underserved and subject to punitive fees, it’s not surprising that everyday Americans are guarded when it comes to traditional banking,” said Vineet Mehra, chief marketing officer of Chime. “Chime is the #1 most loved banking app for a simple reason; We are hyper-focused on building a new era of innovation and accessibility that serves the needs of everyday Americans who are disillusioned by the big banks. This new campaign celebrates how Chime is making banking services helpful, easy and free, highlighting a revolutionary new product that we’re extremely proud of. MyPay allows people to ‘get paid when they say,’ and embodies how Chime is dismantling outdated systems that are holding people back and unlocking financial progress for everyday Americans.”

The campaign — which kicks off with the launch of a national TV spot on Labor Day (9.2) from agency partner AKQA— hinges on the insight that life doesn’t wait for payday. Trading in traditional banking codes and vernacular in favour of timely social and community-driven elements, the integrated campaign includes several high impact and first-time elements for the brand: 

To kick off the campaign, Chime is launching a first-ever cross-country activation this Labor Day weekend featuring a travelling vault designed to visualise the $340 billion that is locked up in each pay cycle. Launching in New York City, the vault will embark on a tour across America, starting in New York City and making its way through Philadelphia, Houston, Phoenix - and everywhere in between. The tour will wrap up in the company’s hometown of San Francisco. Along the way, consumers who spot the vault, can scan the QR code on the side for a chance at $500. The brand is giving away half a million dollars in total. In New York and San Francisco consumers have the opportunity to visit a pop-up experience to score free merch and the chance to win a $500 cash payday of their own.

Central to the MyPay campaign is a :30 second TV spot, “Get Paid When You Say” that spotlights the outdated pay cycle and declares the wait for payday is over, which will air during several high-reach TV moments including The Emmy Awards, NFL’s opening night and upcoming Presidential debates. Additional testimonial-style TV spots will also run across cable & streaming TV, starring real Chime members calling out the real-world need of a product like MyPay. 

Influencer partnerships with Twitch streamer Kai Cenat (most subscribed Twitch streamer in the world) and TikToker Zach King (6th largest TikToker in the world and creator of the most watched TikTok post ever) will also be central to amplifying MyPay, leaning into their unique storytelling and fan bases across TikTok, Twitch and Instagram. 

High-impact digital out of home (DOOH) will appear across New York City questioning: “Why do we work every day, but wait two weeks to get paid?” Another first for the brand, the dynamic DOOH displays will be placed at the Times Square Ball Drop, Penn Station, Lincoln Tunnel and on urban panels across the city. 

The campaign will be rounded out with key digital and social elements across Meta, Snapchat, YouTube, Twitch and key retail media platforms, in addition to Spotify audio and video ads that celebrate that payday feeling. 

AKQA NA president Tesa Aragones said, "At AKQA, we're proud to partner with Chime to revolutionise the financial landscape for everyday Americans. The “Unlocking America’s Pay”' campaign challenges the outdated norms of traditional banking, while fostering a sense of community by empowering individuals with greater financial freedom. MyPay is a testament to Chime's commitment to innovation and accessibility, and we're excited to bring this vision to life through a campaign that resonates deeply with the people it serves."

MyPay builds on Chime’s history of disrupting the financial industry. The brand was the first to offer fee-free overdraft with SpotMe in 2018, catalysing broader change in the industry and national conversation around junk fees.

This new campaign is also the first to debut Chime’s refreshed brand identity. The brand partnered with global branding agency Jones Knowles Ritchie (JKR) to refresh its brand and experience in a way that reflects Chime's disruption of the category and evolution in empowering individuals to achieve financial progress. 

Visit Chime.com to learn more about MyPay and “Unlocking America’s Pay” campaign.