The Lab

PNC Christmas Price Index

Client: PNC Financial Services Group

View Demos:  2007  |  2006

The Brief:
In 1984 PNC began reporting on inflation with a tongue-in-cheek “CPI” — “The Christmas Price Index” — by calculating the cost of all the gifts in the classic Christmas carol — “The 12 Days of Christmas.” What began as a new way to engage clients, this annual report has grown into one of PNC’s most popular and anticipated economic reports. The Christmas Price Index reflects intensive research and number-crunching by PNC Wealth Management Investment Strategists — putting a price tag on French hens, maids-a-milking and gold rings, and evaluating some distinctive economic trends along the way. Ironically, the Christmas Price Index tends to follow overall Consumer Price Index trends, so the cost of a partridge in a pear tree mirrors what’s going on at Wal-Mart.

The Solution:
Designed to blend in with existing corporate design guidelines — the Christmas Price Index sites featured motion graphics, animation, video, interactive “stock charts,” a “ticker,” and games. Financial news outlets like CNBC, Bloomberg, and others continue to prominently feature this promotion throughout the holiday season.

The Specifics: