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Bank ATMs to provide consumer debt support in Scotland
November 19, 2008
LOS GATOS, Calif. — The Scottish Government is to launch a new debt awareness campaign promoting the National Debtline Web site and hotline to Scottish consumers, via cash machine advertising powered by i-design's third party advertising solution, atmAd.
According to a news release, the atmAd campaign will reach consumers who are withdrawing cash at high street ATMs during the Christmas shopping season and the January sales. The timely message will encourage people to seek help with their debt sooner rather than later, and promote the support and advice available from National Debtline.
The dynamic, digital onscreen advertisements are expected to broadcast simultaneously across several banking networks in Scotland, achieving 1.25 million one-to-one transactions, before and after Christmas, when money matters and spending are at a seasonal high.
"atmAd was selected to help reach the broad spectrum of shoppers at a time when they are most vulnerable to spending and getting into debt," said Joanna Elson, chief executive of The Money Advice Trust which runs National Debtline. "The campaign aims to help those facing debt problems in the current financial downturn, with atmAd helping to reach those consumers at the point when they are withdrawing money."
The pre- and post-Christmas awareness campaign will go live on several hundred ATMs across Scotland on December 8–21 and January 12–25. atmAd was selected in a joint partnership between media agency Mediacom and specialist buyer Kinetic.
"atmAd is the perfect medium for this sort of debt awareness campaign and enables banks to provide timely, socially responsible advice to consumers," said Richard Rowley, head of media sales at atmAd. "It will allow National Debtline to run messages across an aggregated network of bank ATMs before and after Christmas, helping them to reach people with support and advice at a time when they need it most."
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