Design your own ATM card online
Brief:
To create excitement about this fun, first-to-market service, and to inspire people about the possibilities of card personalisation. Initially, we targeted 12 to 18 year olds, then anyone over 25.
School Students:
We used in-school posters and a dart drop at stations near schools, supported online by flash ads on relevant sites.
Over 25’s:
Once the service had been established and was running smoothly, we broadened our target audience. Firstly, we created flash ads synergistic with the TV campaign that drove viewers to a microsite. Here, they could experiment uploading pictures to cards, vote on other people’s ideas and win cash for best designs. This brought existing and potential customers closer to actually personalising their card.
In the second wave of the campaign, we used video ads to emphasise the limitless possibilities of card personalisation. Taking the whole idea further, here the format of the ad itself became the canvas.
