Comic Relief launches ATM:ad campaign

Following a successful campaign on ATM:ad two years ago, Comic Relief is to use the medium again to promote this year's event, 'The Big One'.

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The campaign, which has been donated by ATM:ad and Nationwide Building Society, will deliver 2.5 million one-to-ones in the run up to Red Nose Day.

The ads kick off on the 12th March at over 2000 cash machine locations including branches of Nationwide Building Society, high streets, supermarkets, convenience stores, shopping malls and London Underground stations. The campaign continues up to and including Red Nose Day on March 16th.

The onscreen creative featuring Lenny Henry and Harry Hill reminds customers to watch this years live event on BBC1 at 7pm on Friday 16th March and highlights the Red Nose Day website. The creative executions complement messaging in other media, including TV, posters and online.

A reminder will also be printed on the front of every customer receipt, with approximately 600,000 customers expected to take a receipt

Claire Pilcher, Marketing Officer at Comic Relief, said "We are delighted to be working with ATM:ad for a consecutive campaign and think that their technology is a fantastic way for us to get our message out to even more people. The ads this year focus on driving people to watch Comic Relief - The Big One on Friday 16 March. If they persuade just one more person to tune in and donate then we're happy, as every penny really does make a difference."

Jack Vincent, Media Sales Director at ATM:ad, said: "We had great feedback from the last campaign we ran for Comic Relief 2 years ago, and we are delighted to be able to help raise awareness again this year. With this year's fantastic creative we are expecting the campaign to have an impact on both cash machine users and passers-by and if we can get the Comic Relief message across to even a fraction, so that they think about donating, it will be well worthwhile."

ATM:ad delivers a digital, one-to one communication with a range of targeted audiences in key out-of-home environments including supermarkets, petrol stations, high streets and shopping malls. Since its launch in mid-2004, it has carried campaigns from a wide range of sectors including travel, FMCG, internet, entertainment and government for a variety of advertisers..

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