With an eye toward PNC’s goal of becoming a national bank, our 2019 campaign focused on a key growth driver of being seen as a modern and digital bank. We developed a multi-channel campaign to deliver this message, with pre-roll OLV as a key component. It was important for us to show up strongly in digital channels; we wanted to feel like a digital bank, not just say that we are one.
As we set out to establish our digital chops, we were fortunate to turn up plenty of products and digital tools that are truly impactful and make banking easier. Our true challenge was how to showcase the broad range of tools and tech. Our solution was to develop the Aha Moments campaign. We shot nearly 20 ‘moments’ – ranging from the everyday to the slightly absurd – each featuring an example of PNC technology. We kept the moments quick and snappy, so they lent themselves well to standalone :06 pre-roll ads or could be joined together to create :15s.
The “Aha Moments” campaign, with pre-roll as a crucial component, proved to be successful in efficiently driving traffic to our campaign landing page and improving perception of PNC as a digital bank. Upon launch, click thru rates increased by 480%! The creative also improved efficiencies in Cost per Page View and Cost per Video Complete in 2019.