Turning a monthly bill into a safety net
A completed email campaign that turned an everyday credit-card payment into a clear, protective benefit for PNC cardholders.
Mobile protection benefit
Deductible per claim
Claims available each year
PNC wanted credit-card holders and prospects to make a protective financial habit: pay their monthly cellphone bill with an eligible PNC Visa credit card, then receive cellphone protection when a phone is stolen or damaged.
- 01
Grounded the campaign in the disruption of losing a phone, then reframed a recurring bill as a practical way to protect an indispensable part of daily life.
- 02
Used the campaign thought, “Rebuild your cellphone bills into a safety net,” to connect payment behavior to reassurance and control.
- 03
Wrote a benefit-led email system for desktop and mobile, supported by animation that makes the action and protection visible at a glance.
A closer look at the Cellphone Protection Plan.
PNC Bank · Cellphone Protection Plan
Making a recurring payment feel like an act of protection.
The creative centers the human disruption of a lost, stolen, or damaged phone, then gives cardholders a simple path to more peace of mind: pay the monthly wireless bill with an eligible PNC Visa credit card.
The finished execution pairs the line “Cover your cell, cover yourself” with clear benefit language, a direct call to action, and an animated payment-to-protection story.
This case study is based on the supplied creative brief and final approved-looking deliverables. It does not claim client approval or campaign-performance results that were not provided.
A monthly bill can do more than get paid. It can become a safety net.
The finished campaign gives PNC a clear, empathetic way to promote an existing card benefit while encouraging a recurring payment habit. No performance results are represented here because none were provided in the source materials.