Getting college students to open up their "Virtual Wallets."
PNC wanted to generate awareness of its Virtual Wallet Student checking account in a big market where they had little brand recall. Six campuses in Chicago were selected and we targeted freshmen, mainly, because they had not yet established a strong relationship with a bank.
New-school technology and old-school tactics drove social engagement.
To make the campaign fun, we created a fictitious character who lost his wallet. Using timely tweets, mobile ads, e-blasts and print ads, we drove students to visit a custom-built Facebook app to watch a video, search for the missing wallet, and enter a contest to win $5,000. Street teams were deployed across each campus to hand out duct-tape wallets, along with product literature. Over a 5-week period, 60% of the people who visited the site filled out a contest entry (the industry average is 30%). But Frank still hasn’t found his wallet.
Metrics over a 5-week period show the spikes in student engagement when various communication channels were utilized.
This national credit card campaign for PNC took on many forms. Working with their in-house marketing team, we designed window graphics, kiosks and collateral for the bank's entire in-branch signage system.
For PNC's Virtual Wallet, we caught the attention of busy shoppers with kiosks placed in high-traffic malls in Atlanta, Philadelphia, Chicago and Washington, DC. Each one featured a different way to save using this innovative online tool.
We helped PNC reach a younger, tech-savvy audience with this Virtual Wallet campaign that adorned the walls of Stage AE, a major Pittsburgh concert venue. The campaign was a "hit" in more ways than one.