News

U.K. government helpline to market via ATM:ad

May 26, 2008

LONDON — Consumer Direct, a government helpline in the United Kingdom, will be using ATM advertising provided by London-based ATM:ad as part of a regional integrated marketing strategy, according to a news release.

The dynamic campaign is a first for the helpline and will target high-street shoppers in the Yorkshire and Humber region. It aims to raise awareness of the Consumer Direct helpline and Web site, which offer the public free advice about their consumer rights.

As people wait for their cash, ATM:ad's technology will deliver images and messages representing some of the most popular complaints, including holiday mishaps and faulty goods. The campaign will run from June 2 – June 15. It is expected that 200,000 people will see the adverts.

The helpline details will also feature on the take-home advice slip, of which 50,000 are expected to be requested.

"ATM advertising offers something different from traditional outdoor media, helping us to reach our target audience on a one-to-one basis," said Suzanne Kitchen, liaison and communications officer at Consumer Direct. "The location of the ATMs is also important; reaching people on the high street means that consumer rights are at the forefront of their mind when they are out shopping."