Chase: Double the Mail, Double the Fail

Two, two packages in one
I recently received not one but two solicitations for the Chase United MileagePlusExplorer card. The pieces were addressed exactly the same to me. The lack of removing duplicate names is a classic Fail for List.

Is this a side effect of the Continental / United merger?

The inside flap of the self-mailer shows my mileage balance -- a prudent and creative method of demonstrating the potential of the credit card by showing how many miles I can get for acquiring the credit card. However, in this case, the difference between the two mailers also suggests why I received two of them. One reflects my miles balance on my legacy Continental OnePass account while the other reflects my balance on a legacy United MileagePlus account. 

The man holding the credit card on the mailer I received appears to be African-American while the man holding the credit card on the landing page, billboards, and TV ads look like a young Jeff Goldblum. Why the difference? Did Chase attempt to appeal to a presumed heritage based on the fact that my last name is Davis? If so, that would be a Fail for List & Creative because I don’t fit the racial profile.
Chase Bank appeals to an incorrect racial profile -- twice.

  1. Dedupe your solicitation mailing list by name and address. 
  2. Carefully consider when and how to use race-based visuals.

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