If you can believe it, there’s a group of people with 1-5 million dollars (evil laugh) in investible assets who do not consider themselves wealthy, and thus do not feel the need to look into wealth management services.

PNC asked us to come up with a way to get these potential customers thinking about the idea of wealth management. You know, just kinda tangentially thinking about how they might like to approach life and that 1-5 million dollars they have to invest. A lovely way to spend a Sunday afternoon if you ask me.

We created Your Money Self. A digital experience that targeted users on Facebook and Instagram, it asked them to quickly answer a series of either/or statements which, at the end of the quiz, placed them into one of five animal archetypes based on how they approach life and money. It got them thinking about the idea of wealth management in an approachable way and gave them a beautiful, elegant looking animal archetype to admire.

Oh, also, it worked. In the first few weeks post-launch 4,538 users started the experience and of those 86% completed it to reveal their animal archetype. Millionaires, they love buzzfeed quizzes, just like us.

The teaser video that got millionaires clicking and tapping:

ECD: Jeff Vinick
ECD: Joanne Scannello
ACD Art: Art Boonklan
Art Director: Raphaela Putz