PNC Bank asked the agency to design a credit card that would earn them money and fit their brand identity. The agency analyzed PNC's brand and learned they are the 4th largest bank in the US with a moderate risk profile. PNC was expanding into a new target market of younger consumers through their Virtual Wallet savings service. The agency proposed a credit card that offered 1% cash back on all purchases to be deposited directly into the user's savings account each month. This card was designed to help first-time consumers save rather than incur debt.

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

3. So we looked at the PNC brand, and we
learned a few things:
➡ They are the 4th largest bank in the
U.S.

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

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
(that means they play it safe with their
consumer’s money)

6. 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

7. New target?!
Yep. Their new Virtual Wallet service
targeted a younger generaJon of
consumers for the first Jme to expand
PNC’s business.

8. With it’s well‐rounded offerings,
all it’s missing is our new credit card.

9. The Virtual Wallet is all about saving.

10. The Virtual Wallet is all about saving
...which is perfect for our target
Goal‐oriented twenty‐ and thirty‐ somethings who are
experiencing a series of “firsts”

11. 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.

12. 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.

13. Introducing...
The PNC Trust Card
The first credit card to drive you forward in savings,
rather than set you back in debt.

14. But... the Jming wasn’t perfect.
AWer seeing the credit crunch affect
everyone around them, our first‐Jmers
especially don’t trust credit cards.

15. With the debt they
already have...
...and the debt they
are about to incur...
...there’s a serious fear of doing anything on credit.

16. 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.

17. 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.

18. 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.

19. The print and banner ads give examples of common
skeptomania symptoms.

20. At cureskeptomania.com, people can test
themselves for skeptomania.

21. Once diagnosed, skeptomaniacs could learn more
about how PNC’s reliability could help them learn to
trust again.

22. 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.