Deutsch have launched PNC Bank's annual calculation of the total cost of Christmas, based on the current prices of the gifts in "The 12 Days of Christmas" carol. It is the third time that Deutsch have worked on the bank’s CPI (Christmas Price Index) - which is a tool used in classrooms to teach basic info about things like inflation and supply & demand.
Last year we used stop motion & animation. This year, the gifts have gone missing and we need consumers help to track them down, and we have created a game like experience to drive engagement. A map of the world is the game board for the hunt. There are 12 unique locations on the map that will be brought to life using Google Streetview and playful animations that play of the real world context. Everything is interactive.
Google Streetview hasn’t been used in this way before and makes for a fun trip around the world. You can even tell people you saw the Nessie the Loch Ness Monster, while learning about the ups and downs of the economy.
So what are the results? According to the survey, an improving economy coupled with a severe drought that caused increased feed costs for large birds generated a 4.8 per cent surge in the 2012 PNC Christmas Price Index®. The whimsical economic analysis by PNC Wealth Management is based on the gifts in the holiday classic, “The Twelve Days of Christmas”, and the price tag for the 2012 PNC CPI is $25,431.18 in 2012, $1,168 more than last year. Last year the CPI increased by a modest 3.5 percent increase last year and in 2010 it leaped 9.2 per cent.
“The rise the PNC CPI index is larger than expected considering the modest economic growth we've had over the past 12 months,” said Jim Dunigan, managing executive of investments for PNC Wealth Management. “Despite some weak spots in the economy, consumer balance sheets are improving along with consumer confidence, which means this may still be a spirited holiday season.”
Deutsch New York:
Partner/ Chief Creative Officer: Greg DiNoto
SVP/Group Creative Director: Jeremy Bernstein
VP/Creative Director: Qian Qian
Copywriter: Matt Moyer
Copywriter: Erin McHugh
Art Director: RG Lacandola
SVP/Director of Digital: Suzanne Molinaro
VP/Executive Digital Producer: Jennifer Usdan McBride
Digital Producer: Jillian Cornette
Client, Client Contact: PNC Bank Pittsburgh, PA
Alan Aldinger Manager, Media Relations
Production Company: B-Reel
Music/Licensed Music Tracks: Drastic
Sound Design Company: Drastic