People rarely pay attention to ATMs. They are a part of our urban landscape, and blend into the background of our lives. The Awesome Traveling Machine took a fairly dull corporate proposition – that of a pervasive ATM network - and injected it with a healthy dose of fun, drawing attention not only to itself, but to Emirates NBD’s ATMs in general.

The Awesome Traveling Machine created multiple public spectacles throughout Dubai, and was witnessed up close and personal by thousands of people. In the two months since the launch, over 850,000 people have watched its adventures in our online video, propelling Emirates NBD’s ATM network into the public’s consciousness. And since the start of the promotion, new accounts opened with Emirates NBD have shot up by 21%.