Campaign: Cockney Cash Machines
Client: Bank Machine
PR team: Quintus Communications
Timescale: August-November 2009
Budget: Within monthly retainer of £4,000
ATM operator Bank Machine launched a Cockney language option at five of its machines across east London for a three-month trial.
- To raise awareness of Bank Machine's ATMs
- To raise the profile of the Cockney cash machines
- To boost public interest in local dialects.
Strategy and plan
The PR team identified popular Cockney phrases for cash and monetary values.
All machines involved in the scheme were free to use. A news release was sent under embargo to nearly 100 broadcasters, national and regional newspapers ahead of the launch and broadcast and radio interviews were secured for Bank Machine's MD on the day.
Measurement and evaluation
The story appeared on the BBC World Service, London Tonight and regional BBC radio stations, along with other local radio stations both nationally and internationally. More than 120 news items were secured, including national newspapers, blogs and websites across the world.
The ATM in Roman Road, east London saw a 150 per cent increase in transactions. Bank Machine is now considering using local dialects in other areas.