Our ATM Switch Campaign ran as a tactical creative approach to switching potential customers using digital in the real world.

This promoted acquisition strategy was activated utilising their existing ATM (Cash Till) footprint across the country in order to gain the best results - but with an added technological layers that allowed us to promote a message to the User at a tactical moment while they used the ATM.

We introduced a new layer of data analysis. This detected the type of card being entered into our ATMs and which bank these cards belong to.

This allowed us to display tactical copy that further reinforced why they should switch to FNB. The copy was lighthearted, but a direct play on the opposing banks brand positioning.

With some added code we introduced extra utility, which allowed the customer to select "Switch" & enter their contact number into the ATM. This automated a personalized call from FNB directly to them.

The creative is simple, well-timed and tactical.

With a very moderate budget, we successfully switched over 34,000 people in 11 months, totalling an astounding R220million in new customer life time values.

Our innovation cost was once off, so this value will keep increasing over time.

We became the 1st bank in the country to change a successful service channel into a successful acquisition channel.

"As a leading bank we’re always looking for innovative ways to get ahead of the competition. This simple solution gave us exactly that; a powerful and innovative way to gain new customer leads for FNB, all whilst using an existing platform.”

-Kamal Kalian