pnc bank
brand campaign launch
the situation
Bring meaning and magnetism to a 160-year-old blank-slate brand on a mission to become a nationally recognized bank.
the insight
People are craving stability, yet it feels elusive, making monotony the new luxury.
the strategy
In an era of financial extremes and anxiety, being boring is the ultimate flex.
the idea
We launched "Brilliantly Boring since 1865" - a fully integrated, refreshingly un-bank-like brand platform.
the results
I can't get into specifics, but the work is working:
-
Brand familiarity rose.
-
Consideration increased.
-
Significant boost in marketing-attributed revenue.
-
Record lift in new Direct Deposit Accounts.
-
Highest number of new accounts in a single month in brand history.
awards
-
Gold Effie – Finance Category
-
Silver Effie – David & Goliath Category
-
Gold – NYF Advertising Awards (Integrated: Mixed Media)
-
Bronze – NYF Advertising Awards (Banks: Commercial & Retail)
press: AdAge, The Drum, LBB, Bloomberg,