News

UK ATM network to run third-party advertising campaign

May 20, 2004

ATM networks in the UK will run their first third party advertising campaign beginning May 24, reports finextra.com.

The advertising will appear across 119 ATMs in the Nationwide Building Society network using a unique advertising medium.

ATM:ad, developed by Scottish-based software and consultancy firm i-design, is a comprehensive, end-to-end advertising solution. i-design partnered with Nationwide for the launch, which will see on-screen ads for British Airways displayed across ATM sites at 65 BP service stations and in 54 London Underground stations.

Poster Publicity, a specialist out-of-home media planning and buying agency, booked ATM:ad to form part of the long-term integrated "Price Reappraisal" campaign for British Airways.

"ATM:ad is an excellent way of extending a message to a mass audience, and on an intimate one-to-one basis," James Copley, Group Account Director at Poster Publicity said.

The combination of BP service stations and London Underground stations will deliver a one-to-one audience of 1.3 million, 40 percent of which will also take away a printed reminder message on their transaction details receipt.

"This move is part of our strategy to reach out to our customers in their everyday life," said Jayne O'Brien, British Airways head of UK and Ireland Marketing. "We trialed ATM in the past and it proved to be a successful way of communicating our low prices to a mass audience."