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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”
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.
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.
Introducing... The PNC Trust CardThe ﬁrst credit card to drive you forward in savings, rather than set you back in debt.
But... the Jming wasn’t perfect. AWer seeing the credit crunch aﬀect everyone around them, our ﬁrst‐Jmers especially don’t trust credit cards.
With the debt they already have... ...and the debt they are about to incur......there’s a serious fear of doing anything on credit.
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.
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.
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.
The print and banner ads give examples of common skeptomania symptoms.
At cureskeptomania.com, people can test themselves for skeptomania.
Once diagnosed, skeptomaniacs could learn more about how PNC’s reliability could help them learn to trust again.
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.