The Problem

Chase was looking for a way to service what they called “the underbanked” in a fun and unique way. Their efforts using celebrity talent were driving great awareness, but they were losing out on a huge demographic who were trying to figure out either where to begin their financial journey or how to correct it.

The Strategy

The concept of “Coach Kevin” was born out of understanding the statistics that before people even get to a place to use financial products or apply certain knowledge, they just simply don’t know what steps to take even begin. Also understanding that “financial wellness” is a full body experience that requires physical and mental support to achieve.

Kevin Hart was candid about the time and discipline it’s taken him to achieve his goals. In this iteration of “Hart of it All” , positioning Kevin as a personal life coach and aking selected real world participants through a series of obstacles to help them conquer their fears to get to the next level translated educational entertainment series that inspired gen z and millennials into taking control of their own financial futures.