Challenge Using a pop-up presence, PNC Bank wanted to engage consumers in very different communities, each holding very different attitudes toward “big banks”.
Solution Through an on-the-ground, look-them-in-the-eye experience that spoke not just to traditional bank “selling points” but to each community’s real interests and concerns, we knew we could prove PNC Bank’s authenticity and relevance to both audiences.
Execution We deployed the PNC Pop-Up Branch, a modular unit that temporarily delivers nearly full-service banking to high-traffic locations, disruptively creating presence for PNC in two different types of communities:
In 2015, the Pop-Up Branch appeared in downtown Charlotte, N.C., stopping passers-by in their tracks so they could try our DepositEasy ATM, open a new account or just say “hi!” to local PNC bankers who were on hand.
In 2016, we adapted the Pop-Up Branch to engage the collegiate community, setting up over 5 months at West Virginia University.
By shifting emphasis from traditional selling points – short teller lines! Full-service banking! – to topics like mobile technology, we were more relevant to a university audience that’s skeptical of big banks and corporations.
We customized traffic-driving tactics, too, like handing out free cups of coffee during finals weeks and complimentary rally towels around game days.
Results We fostered goodwill and positive brand awareness, and initiated an extended everyday dialogue with consumers, which was especially important for engaging college students, faculty and staff.