Chase’s Blueprint service lets credit card holders customize their payments for specific purchases; in the bank’s words, it “helps you manage spending and borrowing—on your own terms.” Consumers can opt for a gradual payment plan for larger purchases, for example, akin to an installment loan. The campaign comprises several spots in which Chase is positioned as empowering its customers by helping them feel more responsible about their bigger purchases: season tickets, a new bed or an engagement ring (see below). “Blueprint really gives me peace of mind,” says Geraldine K., who bought her son a laptop using Blueprint, in one testimonial spot.
We’re not sure how effectively Blueprint can really help consumers with their purchase planning in the long run, but the message of empowerment is there. With a way to customize payments for some of the more dauntingly priced things in life, consumers might regain some confidence in spending.