We conducted a simple but powerful activation using an instrument that we had at our disposal. The ATMs.

Seeking to raise awareness in society on such an important issue as Alzheimer's, we intervened the ATMs and made them become an unforgettable experience for our customers.

The activation consisted in that when a customer entered his pin, the ATM told him/her it was wrong . After three failed attempts , the ATM told them that this was how a person with Alzheimer felt every day and it also told them that only a very small percentage of patients receive proper treatment. Finally we invited them to make a donation to help these people to have a better treatment.

ALZHEIMER ATM was implemented throughout the province of Santa Fe, in the various branches of the bank throughout the International Alzheimer’s Day.

Taking advantage of the significant flow of people who use the ATMs per day , we performed an activation at different ATMs for people to live an unforgettable experience and feel for a few minutes what a person with Alzheimer feels every day.

Our message reached 25,458 people in one day throughout Argentina.

11,039 people made a voluntary donation.

Alzheimer is a severe disease that affects in a great way the people that suffer from it, but also to those that live with them.This is why, to raise awareness of the issue, we reached ordinary people and made them feel what a person with Alzheimer feels like.

To accomplish this, we made a simple but powerful activation. We used an element that was within our reach and that people use daily: the ATMs.

This activation was carried out in several branches of the bank, reaching thousands of people in direct way.

Thousands of people use daily the ATMs of Banco Santa Fe. And every time they do they have to enter the PIN that only they know and remember.

Taking advantage of this flow of people that use ATMs, we used them to deliver the message in a very direct way to each of the people who passed by the bank that day and inviting them to make a donation from the same ATM where they lived the experience.

There are more than 35 million people in the world with Alzheimer's.

In Argentina only 10 % of people receive appropriate treatment for this disease.

Banco Santa Fe wanted to raise awareness in people through a simple experience.