The Lab

PNC Chairman’s Challenge

Client: PNC Financial Services Group

View Demos:  2007  |  2006  |  2005  |  2004

The Brief:
With roots in commercial banking that date back to the 1800s, PNC is one of the leading financial services organizations in the country. PNC is known for its accomplishments and success, including the “Chairman’s Challenge” — an annual employee referral incentive designed to reward employees for extraordinary achievement in customer referrals that create or deepen a PNC relationship. With a focus on instilling a sales culture among all PNC employees — the program is credited with generating $440 million in new deposits and $1 billion in deposit and loans balances.

The Solution:
To promote greater awareness of the Chairman’s Challenge within the organization, PNC began contracting me to create a web presence, which began as a simple “prize grid” showing each tier of prizes related to the number of employee generated referrals. Prizes were revealed for each tier, one at a time on each day of the program’s opening week. In subsequent years, the requirements expanded to display “selling points” employees can use when pitching new business and video messages from Jim Rohr, Chairman and Chief Executive Officer. Spin-off programs included a “Best Pitch” contest where employees submitted videos of themselves giving their best elevator pitches to be voted on by fellow employees and a panel of PNC executives.

The Specifics: