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Its Your Money.
Take control.
Creative Strategist / Art DirectorNadia Hendrickson
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clientPNCBANK
PNC Financial Services Group, Inc. is an American financial services corporation,with assets (as of December 31, 2011) of approximately $271.2 billion. PNCoperations include a regional banking franchise operating primarily in nineteenstates and the District of Columbia with more than 2,700 branches, online and
mobile services together with 7,400 ATM machines, specialized financial busi-nesses serving companies and government entities, and asset management andprocessing businesses.
PNC is the fifth largest bank in the United States (total branches), sixth largestbank by deposits in the United States, sixth largest by total assets, and the third
largest bank off-premise ATM provider. PNC is based in Pittsburgh.
Primary Operations
Retail banking
PNC Merchant Services/PNC Business
Credit
Corporate and Institutional Banking/
Harris Williams & Co
PNC Mortgage
PNC Global Investment Servicing
BlackRock
PNC Real Estate/Midland Loan Services
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of 18 to 24 year olds and 40 percent of 25 to 34 year olds onceowned a checking account, but no longer do.
the problem
of 18 to 24 year olds and 46 percent of 25 to 34 year olds said theywould prefer a prepaid debit card account to a checking account ifcosts were comparable.
22%
45%
Younger consumers are increasingly losing confidence in big banks, andcould be turning to smaller, more customer-service oriented financial insti-tutions. According to Cisco, 26% of younger consumers, or Generation Yas the article defines them, say they are willing to switch banks, comparedto only 13% of older Americans.
Adolescents and young adults currently earn about $214 billion annually. With
annual income expected to reach $3.4 trillion by 2018, Gen Y will eclipse theearnings of baby boomers, who are expected to have an annual income of $2.8trillion then.
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GOAL
To create greater brand value
To encourage greater user involvement and loyalty while increasing dailyinteraction with customers and Wells Fargo.To be more than just an app used to check balances and transfer money by
becoming an essential part of how people manage and plan their financialpresent and future.
PNCBANKPASSPOR
TCONCEPTAPP
Insight
Understanding how you spend your money leads to better
habbits and allows you to achieve your goals
WHY THIS WORKS FOR PNC
1. Most people have a bank
2. Most people have their banks app on their phones; more than those who
have a mint or a budgeting app on your phone.
3. Can be introduced to customers in person as they sign up for accounts.
solution
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The idea behind this app is to not only increase inter-action between PNC bank and customers; but to givethem an avenue in which they can begin to understandtheir money. In addition to that it will allow them tomanage where and how far it goes on a moment tomoment basis.
Instead of just using the bank app on your phone tocheck your balance and transfer money it now be-comes a tool that helps you manage your success andreach your financial goals. Thus increasing the everydaybrand value of PNC as a brand.
Pay your bills on time
Get a monthly spending report
Make and manage your budget
One on one financial counseling
Manage, build, and monitor your credit
Earn rewardsWHAT
ISPASS
PORT?
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Meghan H.28 years old
Justreceived Masters Degree
UP TO THEMOMENT UP DATES
OPTIONS MADEFOR YOU
UNDERSTANDHOW YOU SPEND...
By partnering with PNC
to help plan her financialfuture Meghan can re-
ceive up to the momentupdates concerning her
bills, student loans, credit
report and score as wellas so mych more.
When it comes toyour future what arethe things that mat-ter to you? Buyingyour first car, homemaking the bestplan to pay back
your student loans.
Knowledge is power.
Understanding how youspend empowers us to
make better choices.WithPNC Passport Meghancan see in real time her
habbits when it comes tospending.
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DOWN TOTHE DETAIL
GOOD HABBITSCHECKLIST
EARNREWARDS
We can even take it a
step further and getprecise detail of where,
when and how much;and use that informationto make better choices.
Megan can set goals for
herself when it comes tospending. For example
paying bills early, takingsteps to increase hercredit score.
Good habbits deserve
some recognition. Inaddition to investing her
future, Meghan will earnrewards for movie tickets,groceries even your next
oil change.
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creativePrimary Branding Color: Orange
Featuring Young Adults
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Billboard Concept
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Trash bags Concept
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Subway Wall Poster Concept
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Its Your Money.
Take control.
Creative Strategist / Art DirectorNadia Hendrickson