Zelle Special Moments ATM

Eye-catching images accent a simple message Zelle® is a digital service that makes it easy for customers to send and receive money. As part of a larger campaign to encourage Bank of America clients to use Zelle® for everyday transactions, we designed a set of ATM Attract, Transact and Thank You ads using the theme of "Moments that matter." The challenge: ATM ads are only visible for a few seconds as a client approaches the ATM and completes a transaction. So it's critical to grab attention quickly. The solution: Images that evoke those special moments when you might want to send money, reinforcing the message to "Make their day — send money with Zelle®." To maximize the emotional effect of these special moments, for the Attract ad, which appears before the transaction begins, we created an animation that incorporated three images, a birthday party, a wedding and a graduation. Our message was then reinforced with the Transact and Thank You messages and the printable coupon, plus a reminder that it's fast and easy with no fees in our Mobile app.

From the original award submission.