PNC Bank: Bears

Project: PNC Chicago Bears Partnership (2015)

Agency: Deutsch

Role: Strategic Director

Challenge: To develop a campaign to launch PNC Bank in the Greater Chicago markets, and leverage the brand’s partnership with the Chicago Bears.

Audience: Broad adult audience – ages 25-55

Insight: Chicago is a city that, despite it’s white collar wealth, is rooted in blue collar values. These values are no more applicable than in the community’s support of the NFL’s Chicago Bears – a team built on a historically tough and defensive style.

Strategy: We created a series of social content and local broadcast spots that linked PNC, a hard-working bank, with the hard-working people of Chicago. The campaign was supported regionally with digital ads, in-branch POS, OOH and in-stadium banners.

Results: PNC exceeded their Chicago, year 1, new account openings projections by 15%