ATM or Any Time Money machines are for dispensing cash. Right?
ATM’s can be used in creative advertising too – to drive home a point.
Recently visitors to the Dubai Marina mall were pleasantly surprised by the sight of an Emirates NBD ATM, a leading bank in the UAE, strolling along the walkaways and escalators of the mall. The Awesome Traveling Machine (ATM), which sauntered alongside visitors and followed children, evoked much laughter and amusement from visitors to the mall.
Speaking about the concept of the Awesome Travelling Machine, Saif Al Mansoori, Deputy Head – Group Marketing and Branding, Emirates NBD said, “The remote-controlled ATM is a non-functional machine and its cash dispensing powers have not been enabled. The first phase of this fun marketing exercise was well received by mall visitors, and we may consider launching it across other Emirates, or using it at Emirates NBD events. The video has already received more than 300,000 views since it was launched a month ago on Youtube.”
The creatively filmed video that captured the reactions of mall visitors to the Awesome Traveling Machine went on to win two bronze awards at the recent Dubai Lynx, the premier awards honouring creative excellence for MENA’s advertising and communications industry.
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“The Dubai Lynx Award sets the benchmark for creativity in the region, and also forms part of the Prestigious Lions Festivals stable which includes the Cannes Lions.
“We are really proud to have won two awards this year, as we managed to hold our own against such established global brands like Coke, Sony, Vodafone, Toyota, Land Rover, Bridgestone, Unilever, Nestle, Reckitt Benckiser and others.” — Saif Al Mansoori, Deputy Head – Group Marketing and Branding, Emirates NBD.
This year the Dubai Lynx received a record of 2092 entries from 19 countries across the MENA region.
Arguably the most commonly used service by retail banking customers, ATMs are a common sight in most malls and places of public interest. The remote-controlled ATM from Emirates NBD, highlighted that the bank serves its million plus customers via the largest ATM network in the UAE. The innovative marketing initiative, which underlined the bank’s easy accessibility and reach to its customers, was exhibited at the mall for two days, and emphasised the message that Emirates NBD’s ATMs are never far away.
Emirates NBD has the largest ATM network in the UAE with more than 720 ATMs and CDMs.