What better place for the government to advise you to declare your cash income than at the ATM? Third-party media sales group atmAd, part of Dundee, Scotland-based i-design, is facilitating an ATM media buy for a campaign to raise awareness of the U.K.'s plan to crack down on tax dodgers.
The campaign will run on multiple ATM networks across the U.K., appearing on the screens of more than 2,800 selected ATMs on high streets and at supermarkets.
Research shows that 75 percent of ATM users tend to think about finances in general when they are withdrawing cash. This makes a customer's time at the ATM a key opportunity to engage with the consumer on the topic of money.
The campaign is expected to deliver more than 11 million one-on-one impressions during a two-week period. In addition to the on-screen message, the ATM receipt will carry a call to action that encourages tax evaders to visit a purpose-built website.
The U.K. government’s revenue and customs department, HMRC, commissioned the campaign. International ad firm M&C Saatchi developed the creative. The ATM component was booked as part of a wider media plan developed by PHD, M4C and Kinetic. Lime Jelly, i-design’s in-house creative agency, converted the creative for use on ATMs.
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