Emirates NBD turns Cash Deposit Machine to Culture Dispensing Machine on National Day

2 Min | 01 December 2014

Bank invites public to experience interactive machine dispensing life-size Emirati cultural souvenirs

Bank invites public to experience interactive machine dispensing life-size Emirati cultural souvenirs
Public can share CDM experience via #OurNationalDay

Dubai, December 1, 2014: Emirates NBD, the leading banking group in the region, will mark the 43rd UAE National Day with a novel community initiative in which the bank will turn one of its Cash Deposit Machines (CDM) into a Culture Dispensing Machine.

The special CDM, located at the India court at the Ibn Battuta Mall on December 2, 2014, will offer citizens and residents a unique way to experience the culture and history of the UAE by dispensing actual size souvenirs related to the UAE’s dialect, attire, music and dance.

The interactive Culture Dispensing Machine, part of the bank’s ‘Passion for Culture’ initiative, aims to bring greater awareness of the UAE’s traditions and culture in an unexpected and entertaining format. Public are further invited to share their CDM experience via twitter, facebook or Instagram under #OurNationalDay.

Speaking about the initiative, Abdulla Qassem, Group Chief Operating Officer, Emirates NBD said: “The UAE has rich history, customs and cultural heritage, but not many residents are aware of them. As a home grown bank, Emirates NBD felt the need to reach out to the community via a participative and fun initiative that redefines how customers view a CDM.

“To celebrate the UAE’s 43rd year of unity, we would like to encourage citizens and residents alike to explore the CDM with their families. It is a great way to celebrate the UAE’s cultural diversity and connect closer with the land that is home to us all,” added Qassem.

Recently, the bank set up the special CDM at Dubai Marina Mall where hundreds of residents were surprised and delighted by the experience. Reactions of customers to the Culture Dispensing Machine are captured in this heartwarming video.

The CDM initiative recalls Emirates NBD’s innovative campaign in 2013 when it redefined its ATM’s to Awesome Travelling Machines. The initiative, which went viral with nearly 2.5 million views on YouTube, pleasantly surprised and delighted mall visitors who experienced an ATM finding them and not the other way around.

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