Case Study: Chime inspires generosity and drives 115M views with AKQA's The $1 Million Bet

Chime drives 115 million views with AKQA

The digital bank Chime partnered with the agency AKQA to differentiate itself from traditional banks and highlight its mission of generosity, particularly during a time of economic hardship when charitable giving was in decline. Their challenge was to demonstrate that people are inherently generous, even when struggling financially.

AKQA designed and executed a generosity test called "The $1 Million Bet" for Chime. In the experiment, selected participants were given money to achieve a goal and then presented with a choice to keep a doubled amount or split it with a stranger. The campaign was launched across Chime's social channels and hosted by Wayne Brady, generating over 115 million views and 375 million impressions. For AKQA, the results were highly successful, significantly boosting Chime's perception; the brand ranked in the 85th percentile for "cares about its customers" and the 99th for "gaining in popularity."

Chime