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Chevy Chase Bank introduced ATMs in 36 Metrorail stations. The only bank with an ATM presence at Metrorail stations in Washington, D.C., the ATMs dispense $10 and $20 bills for the convenience of easy fare card purchases. Planit partnered with Chevy Chase Bank to develop a campaign that would enhance existing customer loyalty and retention with expanded convenience, attract new convenience-oriented ATM-savvy customers, and enhance Chevy Chase Bank’s overall brand positioning of banking convenience.

Planit developed a compelling three-month campaign. An animated character was created and also brought to life as a real costumed character, know as ATM Guy. His facial features resemble an ATM and he wears a conservative pin stripe suit. We used ATM Guy as a fun and memorable way to introduce the ATMs in the Metro.

Planit created awareness by launching an integrated external media blitz in the Metro that utilized outdoor advertising consisting of a wrapped train on each of the five different Metro lines, backlit signage, posters, interior care cards, oversized banners, and interior bus posters. Additionally, a station saturation was purchased at a select, well-trafficked station whereby all of the advertising space featured Chevy Chase Bank’s arrival of ATMs in the Metro message.

Additionally, Planit worked with Chevy Chase Bank to develop a publicity campaign that would expand the reach of the Metro ATM advertising buy, increase brand awareness, and enhance the organization’s “community bank” positioning.

Working within the scope of an established marketing budget, Planit was also tasked with garnering media attention for the ATM launch. With limited time to prepare for ATM Guy’s debut, Planit created a media alert and press release to send to local television and print media in the D.C. region. The news—that the D.C. area’s many rail commuters could now enjoy the convenience of ATMs in 30 stations—was heightened by in-station promotions and a host of prizes, including a grand prize of a free Metro pass for one year.

Planit’s PR team also anticipated that reporters might ask CCB’s spokespersons about Metro safety, and provided media training for the bank’s spokespersons, along with safety statistics and sample Q&A sheets.

To intrigue and engage commuters, the team hired a cameraman and anchorwoman who followed ATM Guy around the Metro station route. The entourage, identified as representing CCB-TV, interviewed commuters who used the ATMs on their first day in the stations and captured the excitement of the promotion. Besides attracting attention and exciting Metro riders, the footage was also used in a commemorative video for Chevy Chase Bank.

The launch of Chevy Chase Bank ATMs in Metro stations was covered in 14 different timeslots on three news stations, including two major news networks. In addition, a feature story was published in The Washington Post following the event. Combined, these outlets reached approximately six million people in Chevy Chase Bank’s target region.