Account Planners: Clyde Lee | Andreas Humbel

Creative Team: Allyson Martin | Juan Pablo Lemus

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Leading the way to an easy green lifestyle

Case One

Business Objective:Position PNC bank, the 5th largest in the U.S. to launch a credit card product and advertising campaign that stands out in a

saturated market, in addition to returning the credit card experience to a productive, simple and pleasing individual event.

Who would we like to reach? Lite green movers and shakers, who are often non-believers in the green movement but would like to have a reason to join with no inconvenience. With some proof of the positive impact on the planet they are willing to take baby steps towards being green.

By reframing the credit card experiences for this group it provides entry into a new space while removing the brand image of PNC as "your father’s bank“. By starting a conversation with a younger version of the current customers in the core age range of 25-34 years old, the hippie generation now have a chance to invite the yuppies of today to their bank through a common cause of green.   

What do they think?I would love to go green if I could see the positive impact on the environment and validate the process of what makes my purchasing habits eco-friendly.  

Insight:Eco-Green is the new black.

How will they feel after the launch?PNC has made it easier to improve my environment, without jumping through hoops while making purchases.

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The Challenge

Big Idea:Make my money matter to the planet and prove it.

Leverage the existing PNC corporate mission of maintaining environmentally friendly business practices, while building relevance to lite green consumers by connecting the company’s green goals with actual actions of PNC. PNC’s leadership has taken the leap into the green movement with-in its corporate culture, embracing sustainable designs, LEED certified buildings and refurbished branch locations giving PNC authenticity to speak to those looking for easy solutions to enhance this targets lifestyle. These 3 areas are:

•A green living wall designed to offset the carbon footprint– the largest vertical garden in North America. •The largest network of green banking branches (PNC actually patented the term “green branch”).•The most LEED certified buildings within the world.

Through this connection, the new PNC credit card will be based around a network of green participants that can give PNC an opportunity to connect with consumers who want to make their money matter throughout the product or service lifecycle. The connection will be based around a new network facilitated by PNC through a series of strategic partnerships with manufacturers, wholesalers, and merchants who are certified as green companies by an independent 3rd party such as Green Seal. This validates the participants of the network as having green products and services on a dedicated site for convenience.

Establish legitimacy by aligning the values of PNC with what matters to the lite green consumers.

Build value around the PNC credit card product that cannot be duplicated and establish real significance to the network.

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Updated green logo design

As an entryway to introduce businesses to PNC with no strings attached, we will give them an opportunity to receive discounts on credit card merchant fees and access to final consumers looking to make validated green purchases. The end users of the credit card will be given a discount on interest rates when the PNC card is used within this green network. In addition, card holders will have an opportunity to give their rewards points to the environmental charity of their choice.

Heavy digital focus based on interaction with target market using mobile, web and interactive media to invite a user experience with the benefits of the product.Motion activated

electronic billboards

Redesigned card made with biodegradable

material

Interactive web banner

Mobile app & electronic payment system

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The Creative

Activation-Strategy: The network is the key to success.Connect to what is important to the lifestyle of the ecosystem.

Establish an opportunity to create future revenue streams.The card will be used as a gateway to new business conversations with merchants that may not have considered PNC as a banking center. Through the green network they will be introduced to PNC business practices -- services and history of being a responsible bank to create a positive perception. The new credit card end users will adopt the new PNC credit card as their primary card of choice including purchases outside the green network which will have standard interest rates but still give them the opportunity to make an impact on the world.

Engagement Strategy:

Working together for tomorrow. Let the market help you make green easy and seamless with a fresh start.

Creative Strategy: