National Bank of the United Arab Emirates guerrilla Marketing: ATM with a stroll around the street

Special Author: @ Marketing New

The UAE National Bank (Emirates NBD), in order to publicize its dot-dense, introduced ATM artifacts--awesome traveling Machine. The streets, malls, garages, everywhere are chasing people running ATM machines. It will not only climb the stairs, take the elevator, but also in your money when the naughty to the front of you, scared you jump.
(edited from the "Top copy" website, February 25, 2013, "Emirates NBD Bank also sell Meng:" The ATM machine full Street stroll, the original here) "Marketing interpretation" when you withdraw money, it naughty to you in front of a lean, frighten you jump. The beautiful woman finishes the business, it follows the other people's buttocks to walk behind. Seeing someone come all the way, it will take the initiative to meet up. See the children, it should be funny. Even a passing couple, lonely it can not help but to come forward to say hello. You mean naughty or naughty?

What a restless! The mood is good, it has to go upstairs to stroll. How do you get up there? Take the elevator! The escalator is a natural one, even a lift is a trifle. However, heard the elevator bell rang, the face out of the incredibly is this advocate, is really a little two Zhang feel the mind, quite a sense of time and space shuttle. Never seen it! What is it that is sacred?

Awesome traveling machine--"ATM artifact" also! The National Bank of the United Arab Emirates (Emirates NBD) is the largest bank in the UAE, with up to 575 ATM machines in the area. In order to promote the network density, can access the advantages of the money anytime, come up with this ingenious guerrilla marketing ideas. Others play the vending machine (see here for a case), it is the idea of their own ATM machine.

I've heard of people looking for ATM machines all over the street, and I've never heard of an ATM machine coming to find someone. I really do not believe that the day in the United Arab Emirates shopping mall a crowd, and so will be fortunate to meet. Met more than once, but occasionally you will pass the kind of.

Weekdays quietly in the corner of the ATM machine as if the magic, are resurrected come over, shuttle in the crowd, leisurely stroll up the street. In the aisles of every floor of the mall, at the fountain outside the door of the mall, in the alley where the shops are gathered. Like beauty across the street, nature attracts countless eyes, attracted everyone to stop, turn back, laugh, take photos.

Miao Zai, propaganda own dot more, really have not seen than this more image! How many ATM machines is more than the dot? 100 units or 1000 units? Doesn't seem to be convincing. Whenever necessary, always convenient to find, you do not even have to find it, it turns to find you, this side for the "convenience" of the true meaning of the word. As the UAE National Bank said in the slogan: "Where are you, we are where" (we are where you are).

Analysis, this case has two advantages:

First, the accident. As in the former case (link here) said: To create surprises, surprise, guerrilla marketing is the killer, but it is different from other marketing methods the biggest feature. The mobile ATM idea of the National Bank of the United Arab Emirates, let us again. You're taking the money, but it's not moving, you're walking, it's coming near you, you're taking the elevator, it's not going to sync with you. It is tempting to sigh: "National Bank ATM is really enough ah", so as to effectively achieve marketing goals.

Only, TNT in Belgium and Holland staged in the street play is a fast-moving flash strategy, suddenly came, inadvertently, and the UAE National Bank Resort is a small encounter, always unexpected, often surprise. The two converge. In fact, guerrilla marketing has always advocated the "law is not the law", advocating the use of creative force, with the smallest cost to achieve the best marketing results, a different from the high input, low return of the traditional marketing model of the new path.

Secondly, personification. Although it is an accident, but if the sudden fall from the sky, but also startled you, to attract your attention, at best, but mobile billboards. In this way, and unconsciously fall into the mire of traditional marketing, blindly improve the exposure rate, but not the slightest touch on the hearts of consumers.

The case is characterized by the fact that it lets ATM also sell sprouting, always tease you play, personification of every move provoked people to smile, so that all have no collision feeling, unknowingly also added a layer of closeness to the brand. Brand has always been in the effective communication with consumers, if the brand "personified" to give the brand life, the process of communication will naturally become much smoother.

Fundamentally, whether accidental or personification, is ultimately a brand experience. Advertising, promotions and PR may significantly boost short-term sales, but they are not enough to create a brand that can build competitive advantage and effectively protect the company's sustainable development. The brand can only come from the customer experience. This experience can be either a direct experience or an indirect experience. The former comes from the customer experience of personal consumption, while the latter is the enterprise through advertising, promotion and public relations and other a series of marketing means to spread, strengthen, accumulate existing customers directly experience in the eyes of potential customers. Consumers don't remember what you said or remember what you did, they just remember what they experienced.

This article comes from @socialbeta's special author: @ Marketing News

This article link: http://www.socialbeta.com/articles/case-study-awesome-traveling-machine-2013.htm

Original link: http://www.marketing-life.cn/?p=4794