2013 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.