Cannes Lions

Mobile ATMs

OGILVY, La Paz / SOULFTWARE SRL / 2021

Awards:

3 Shortlisted Cannes Lions
Case Film
Case Film
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Overview

Entries

Credits

OVERVIEW

Background

In Bolivia, there are only 27 ATMs for every 100,000 people

and they are only accessible to the most privileged.

In a region where the use of cash grew during the pandemic,

a game-changing solution was absolutely necessary.

Our main objective was to increase the number of ATMs at least in 100% the first year and democratize the access to money with a very low budget.

Idea

A user enters the amount they need to withdraw and a nearby taxi driver or delivery guy with enough funds, accepts the order and takes it wherever the user is. Once the delivery is completed, a code is generated, so that the driver can withdraw their due amount plus a commission from any ATM.

Strategy

- 11MM inhabitants.

- 7 MM smartphones.

- 80% of banked people takes their salary out from an ATM every month.

- In Latin America the use of cash grew during the pandemic.

- Only 27 ATMs for every 100,000 people.

- This innovation could change the way people interact with money, going from an offline need (cash) to an online solution (the application).

- We may be talking about the missing link between traditional banking culture and the digital one.

- Taxis and delivery motorcycles work with cash inventory. There are money in the streets! We just needed to convert them into the first mobile ATM network in the world!

Execution

Blink is a bolivian-based application for iOS and Android. We expect to growth regionally starting on Q1 - 2022 and we hope to impact 360MM banked people in the region in 2025.

For security reason and the stage of our project, we prefer not to deepen in the execution details.

Outcome

- Through our main transactional partner (BCP Bank --leading bank of Perú and thirs in Bolivia), we impacted 6,500 customers on the first day of lunch.

- We had a 135% growth of ATMs in just one day.

- More than US$ 0.5MM reached in worldwide earned media before launching.

- Worldwide coverage in 21 specialized media in countries such as France, UK, USA, Spain, India, LATAM countries, etc.

- More than 1MM people impacted.

- 4000 brand new mobile ATMs on the first day of launch.

- 135% growth in just one day.

- US$ 32MM savings in ATMs installation.

- US$ 4MM savings in ATMs maintenance a year.

We accomplished IN JUST ONE DAY, our main objective that was planned for one year!

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