Case Study: PNC Bank

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This is a case study done for Miami Ad School and is in no way affiliated with PNC bank.

This is a case study done for Miami Ad School and is in no way affiliated with PNC bank.

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Transcript

  • 1. PNC
Bank
asked
us
to
design
a
credit
 card
that
would
both
make
them
 money
and
fit
their
brand
iden3ty.

  • 2. So
we
looked
at
the
PNC
brand,
and
we
 learned
a
few
things:➡ They
are
the
4th
largest
bank
in
the
 U.S.
  • 3. So
we
looked
at
the
PNC
brand,
and
we
 learned
a
few
things:➡ They
are
the
4th
largest
bank
in
the
 U.S.➡ They
have
a
moderate
risk
profile
  • 4. So
we
looked
at
the
PNC
brand,
and
we
 learned
a
few
things:➡ They
are
the
4th
largest
bank
in
the
 U.S.➡ They
have
a
moderate
risk
profile(that
means
they
play
it
safe
with
their
 consumer’s
money)
  • 5. So
we
looked
at
the
PNC
brand,
and
we
 learned
a
few
things:➡ They
are
the
4th
largest
bank
in
the
 U.S.➡ They
have
a
moderate
risk
profile➡ They’re
expanding
their
offers
to
a
 new
target
  • 6. New
target?! Yep.
Their
new
Virtual
Wallet
service
 targeted
a
younger
generaJon
of
consumers
for
the
first
Jme
to
expand
 PNC’s
business.
  • 7. With
it’s
well‐rounded
offerings,
all
it’s
missing
is
our
new
credit
card.
  • 8. The
Virtual
Wallet
is
all
about
saving.
  • 9. The
Virtual
Wallet
is
all
about
saving ...which
is
perfect
for
our
targetGoal‐oriented
twenty‐
and
thirty‐
somethings
who
are
 experiencing
a
series
of
“firsts”
  • 10. These
men
and
women
are
 just
out
of
college......starJng
their
first
careers... ...looking
for
their
first
house... ...and
doing
it
all
on
their
own
for
 the
first
3me.
  • 11. So
we
had
to
design
a
credit
card
 that
would
help
them
save.We
decided
to
give
them
1%
 cashback
on
everything
they
spend,
accumulated
monthly,
then
put
it
directly
into
their
 savings
account.

  • 12. Introducing... The
PNC
Trust
CardThe
first
credit
card
to
drive
you
forward
in
savings,
 rather
than
set
you
back
in
debt.
  • 13. But...
the
Jming
wasn’t
perfect.
 AWer
seeing
the
credit
crunch
affect
everyone
around
them,
our
first‐Jmers

 
 especially
don’t
trust
credit
cards.
  • 14. With
the
debt
they
 already
have... 
...and
the
debt
they
 are
about
to
incur......there’s
a
serious
fear
of
doing
anything
on
credit.
  • 15. PNC
has
a
moderate
risk
 profile,
which
means
they’re
 stable.
They
don’t
need
to
 screw
people
over
when
 Jmes
are
bad.
This
makes
them
more
trustworthy
than
your
 average
bank.
  • 16. Since
PNC
prides
itself
on
being
a
reliable
 bank,
they
are
the
perfect
brand
to
save
this
target
from
their
fears
and
doubts.
So
we
diagnosed
them
with
a
new
condiJon: SKEPTOMANIA ...and
posiJoned
the
PNC
Trust
card
as
 the
cure.
  • 17. The
campaign
used
the
idea
of
skeptomania
to
get
 people’s
aXenJon
and
drive
awareness. The
TV
spot
features
a
psychiatrist
who
outlines
the
many
signs
and
symptoms
of
 skeptomania. The
spot
gives
a
brief
 descripJon
of
the
card,
 “If
you
don’t
believe
me,
you
may
have
it.”designed
to
revitalize
trust.

  • 18. The
print
and
banner
ads
give
examples
of
common
 skeptomania
symptoms.
  • 19. At
cureskeptomania.com,
people
can
test
 themselves
for
skeptomania.
  • 20. Once
diagnosed,
skeptomaniacs
could
learn
more
about
how

PNC’s
reliability
could
help
them
learn
to
 trust
again.
  • 21. For
our
goal‐oriented
target
of
first‐3mers,we
designed
a
credit
card
that
would
drive
them
 forward
in
savings, and
leveraged
PNC’s
trustworthiness to
help
them
overcome
their
skeptomania.