2013 Winners & Shortlists

AWESOME TRAVELING MACHINE

BrandEMIRATES NBD
Product/ServiceATMS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryBEST USE OR INTEGRATION OF EXPERIENTIAL EVENTS
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Contributing Company FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

Financial sector communications are traditionally a dull, formal affair, with far too many facts and figures and far too little entertainment value.

Results

Emirates NBD has the largest network of ATMs in the region, with over 575 machines. They also have an ATMs Near Me app, which helps their customers locate these ATMs wherever they are. In this way, they save their customers both time and money. Our objective was to highlight that with their extensive network and ATM finder app, an Emirates NBD ATM is always close at hand. We constructed the Awesome Traveling Machine - a mobile, remote controlled ATM. We then set up a poster in various spots around the city, inviting those in need to press a button. Once pressed, the Awesome Traveling Machine would reveal itself and invite shoppers to try out the ATMs Near Me App via an onboard iPad. Once the demonstration was complete, the Awesome Traveling Machine dispensed App download instructions via its cash slot. Its exploits were filmed by a hidden film crew and uploaded as an online film. In addition, it was screened on all of Emirates NBD’s 575 ATMs.

We created a candid camera style video featuring real people interacting with our Awesome Traveling Machine in an entertaining way.

Over 400 people directly interacted with the ATM, to universal acclaim. In the week following the activation, downloads of the Emirates NBD App rose by over 80% Video was seen, shared and forwarded by tens of thousands of people.

Credits

Name Company Role
Alaa Demachkie FP7/DXB Art Director
Steve De Lange FP7/DXB Copywriter
Spiro Malak FP7/DXB Business Unit Director
Clarisse Mar Wai May FP7/DXB Integrated Producer
Paul Banham FP7/DXB Executive Creative Director
Vikram Krishna Emirates Nbd Head Of Group Marketing
Dominic Fernandes Emirates Nbd Head Of Business Marketing
Aamir Aijaz Emirates Nbd Senior Marketing Manager
Vicky Kriplani FP7/DXB Account Manager
Mary Tauk FP7/DXB Account Executive
Jacques Mulder Muddville Director
Cariann Lobo Muddville Producer
Harry Rich Muddville Editor/Dop
Tahaab Rais FP7/DXB Head Of Strategic Planning/Insights