FNB: FNB: The ATM Switch

At some stage we have all put our card into another banks ATM only to be confronted
with the message that you will be charged additional fees for using another bank’s 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 a very moderate budget, we have successfully switched over 34,000 people in the last 11 months,
which totals approximately 220 million rand in new customer life time values.