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LINK

Connecting distant communities
with their cash.

The challenge.

With bank branches closing all the time, people who want to use cash aren’t always sure where to get it. Link wanted to let people know all the places they can go to access cash – and that they can request a new cash machine if there’s not one nearby. But reaching people in disparate, often rural communities on a tight budget is a significant challenge. Our media analysis showed that Facebook was a channel that many of these cash loyalists still used and after a pilot campaign, the work was rolled out in areas across the UK with excellent results.

The insight.

Through analysis of media channels, we saw that social media was one of the strongest ways to reach these disparate audiences – especially Facebook. We set about maximising the effectiveness of the client’s budget with a highly targeted campaign.

The creative.

Beginning with a pilot scheme in the north-east of England, we created ads that focused on selected age groups and areas. Testing alternate messages and reporting regularly on click-throughs to the ATM request form. Continually honing our approach to make sure we were reaching the communities who needed the most support.

What they say

“Cite have supported our work improving access to cash across the country.”

“As a result of their campaigns, we’ve reached millions of people, connected with communities across the country and improved access to cash as well.”

Nick Quinn – Head of Financial Inclusion at LINK.

Results.

We got people standing up for their right to a free-to-use ATM. In our pilot, 20 communities made requests and the programme was extended to Northern Ireland, where communities had traditionally been even more difficult to reach.