LINK: ATM

Reaching distant communities
with pinpoint accuracy.

The challenge.

With high-street bank branches and post offices closing every month, many rural and low-income communities have lost easy access to free-to-use ATMs.

LINK wanted to raise awareness of the right to request a free-to-use ATM, while identifying and engaging communities most in need of access to cash. They wanted to do this efficiently, reaching scattered rural populations on a limited budget. The aim was clear: connect people to their cash and their right to financial inclusion.

The impact.

We created a targeted Facebook campaign designed to reach cash-reliant audiences where they were most active online. This required pinpoint targeting of areas with the fewest ATMs, found using postcode data supplied by LINK. Pilot campaigns were ran in regional areas: in the North East of England hyper-local ads drove residents to a dedicated “Request an ATM” landing page, and in Northern Ireland we expanded the test with a broader reach across rural communities.

A/B/C ad testing was used for multiple creative concepts while performance was refined in real time. We utilised audience insight and AI-supported analysis to inform future phases, and localised the creatives with community-focused messaging that highlighted accessibility, trust, and empowerment.

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 Quin, Head of Financial Inclusion, LINK

Results.

During the pilot phase alone, 20+ communities submitted verified ATM requests, while the overall campaign reach in Northern Ireland has grown to over 200,000 individuals.

There have been hundreds of form completions and website referrals to LINK’s cash locator, with high engagement rates across both regions, proving that social media could reach and mobilise older audiences.

The success of the pilot led to a nationwide rollout, expanding access to free ATMs across the UK.