Promotion campaign for the use of Basque in ATMs

In this project we were in charge of developing the creativity for a joint campaign between the Basque Government and different banking entities, aimed at promoting the use of Basque in ATMs.

With this need in mind, we start from a context of use such as using an ATM, in which any message displayed on the screen that is not directly related to the action you want to perform can be considered annoying or a waste of time.

Under this condition, with the proposed creativity, the following is achieved:

• Capture attention by representing the gesture that the person is making at that precise moment, touching the screen.
• Visualize the action is intented to promote, the choice of Basque as a language.
• Quickly attract attention with the image of the color explosion, an attractive visual element that does not need time to be interpreted and assimilated.
• Associate the use of Basque with positive, everyday concepts from the digital sphere, by using the graphic resource of speech bubbles in messaging applications.

The campaign was active for more than two weeks in more than 1,700 ATMs that the Bankoa-Abanca, CaixaBank, Rural Kutxa, Kutxabank and Laboral Kutxa entities have spread across Álava, Bizkaia, Gipuzkoa and Navarra.