FNB's Machines Encourage Non-Customers to Switch Banks at a Critical Moment
Laura McQuarrie — July 9, 2015 — Marketing
References: fnb.co.za & adsoftheworld
Some of the tactics that are commonly used to get people to switch banks include promises of free tech devices or cash incentives. But rather than setting up these kinds of campaigns or advertisements on the streets, FNB created an incentive that would cause people to question loyalty to their current bank during a period of frustration.
FNB set up special ATM machines that were able to detect cards that didn't belong to its own customers and acknowledged them by turning other bank's slogans on their heads. People who input a Standard Bank card were greeted with a message that played on the brand's tagline about "moving forward."
To further encourage people to change banks on the spot, the ATM machines included a system for people to immediately input their contact information and connect with a FNB representative.
FNB set up special ATM machines that were able to detect cards that didn't belong to its own customers and acknowledged them by turning other bank's slogans on their heads. People who input a Standard Bank card were greeted with a message that played on the brand's tagline about "moving forward."
To further encourage people to change banks on the spot, the ATM machines included a system for people to immediately input their contact information and connect with a FNB representative.
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