Get Ready to Score Customized Cash Rewards Offer ATM

Soccer-themed ads score big with clients As a proud partner of FIFA Club World Cup 2025™, Bank of America wanted to incorporate the excitement of soccer into a wide range of advertising. In addition, we had two special offers for new Customized Cash Rewards credit cardholders: Double cash back in their choice category for the first year, plus a $200 bonus offer. But how to combine the product offer with soccer and make it effective in the ATM space? As always, the challenge of ATM ads is that they're seen for only a few seconds. Short copy and vivid imagery are key to attract attention and get the message across. We took a tip from an existing homepage ad and started with a sporty headline — "Get ready to score 6% cash back" — plus an engaging soccer stadium image. To make this work better for ATM, in the Attract ad we added a bold "New offer" in red, and separated the $200 offer into its own container. To make sure it wasn't overlooked, we then made the $200 offer the hero of the Transact ad, and reiterated both aspects of the offer in the Thank You. A winning combination!

From the original award submission.