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LINK: CASH AT THE TILL

We’ve turned shop tills
into cash machines
(and 2.6 million radio
listeners heard all about it!).

The challenge.

As access to cash declines, many people, especially those on lower incomes or in rural areas still rely on cash for budgeting and day-to-day spending. LINK wanted to raise awareness of a new service allowing people to withdraw cash and check balances directly at shop tills, without making a purchase.

To do this they needed to reach and educate a hard-to-reach, older demographic, drive awareness and trust in an unfamiliar service, and do it all cost-effectively, ensuring national reach with local impact.

The impact.

We delivered an integrated, insight-led campaign focused on reach, clarity, and community connection. This first required defining the ‘Cash Transactors’ audience — 55+, C2DE, traditional values, strong ties to local communities. We developed clear, friendly messaging that emphasised simplicity and accessibility, before starting focused regional targeting in Scotland, the North East, and North West, where service uptake potential was highest.

Radio advertising on regional stations was used for high-frequency awareness, alongside some ‘out of house’ methods like posters, bus sides, and service-station panels near active terminals. We wanted to utilise all of the channels at our disposal, including the website campaign page, door drops with QR codes linking to the Cash Locator tool, and digital display & social media, which targeted older demographics and community groups.

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.

As a result of the project, the campaign received 50+ million total impressions across all channels, with 5.4 million social impressions and 27,000 link clicks. There have been over 800 tracked events on the landing page (cash locator, app downloads) and 13.6k Google ad impressions, with search interest in “cash at the till” rising sharply post-launch.

Across both phases radio reach has hit 2.6 million listeners while impacts have reached 48 million, keeping positive social engagement and comments from the target audience, with high recall among over-65s.