"You take a self-service machine which has had a limited ability to be used as a branding vehicle, and you make it a real attention getter," said Al Tiley, chief executive of Companion Systems, which has installed wraps for a number of clients including JP Morgan Chase and Visa International.
said that virtually any piece of photo-ready art work can be turned into a durable wrap for a cost ranging from "a few hundred dollars" for a topper to $3,000 for an entire drive-up ATM enclosure.
While the price may seem high at the upper end of the range, Tiley
said it's less expensive than hiring painters to produce traditional versions of comparable graphics.
The wraps are "quite durable" and should last for several years, though they are susceptible to cuts made with sharp objects, Tiley
"That will end up looking like paint that's been scratched."
As evidence of wraps' resilience, he
noted some of the other punishing environments in which they are used -- for example, on city buses.
"We got quite a kick out of" a Chase/Universal Studios wrap covered with an in-your-face Woody Woodpecker, Tiley