AWESOME TRAVELING MACHINE
Brand | EMIRATES NBD |
Product/Service | ATMS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | INTEGRATED MEDIA CAMPAIGN |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
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.
Creative Execution
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.
Insights, Strategy and the Idea
ATMs are something most people don’t really pay attention to. They are seen as cold, functional machines that invariably blend into the background.
Fact is, most people only think about ATMs when they need one.
At one point or another, we all try to find an ATM. But how many people have experienced an ATM finding them? Our aim was to take the traditional shopper/ATM dynamic and turn it on its head.
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 idea was to use our ATMs to highlight our extensive ATM network and ATM Finder app.
Credits
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 |