Orion Books is taking a filmic approach as it becomes the first publisher to advertise a new book using the ATM:ad medium, which enables third parties to run campaigns using cash machines.
The Orion campaign, which goes live on April 2nd, will promote "Promise Me" the new title from renowned thriller writer, Harlan Coben. As part of the massive marketing campaign for the paperback, Orion conducted market research. From the findings, it became apparent that the highly charged suspense of Coben's books, makes reading them much like watching an 'edge of your seat Hollywood Blockbuster'. In response, Orion decided to take the marketing to a new level and promote the new book by using a short film ad. This will be represented on the ATM:ad campaign.
The ads will run for four weeks across 28 London-based cash machines, including London Underground sites, railway stations, shopping malls and selected venues, such as the Royal Festival Hall. During the four week run, the ad is expected to deliver 240,000 one-to-one transactions, and 60,000 cash machine receipts, which will also feature a reminder of the campaign, further strengthening the promotional message.
Julie MacBrayne, Marketing Executive at Orion Books, said: "We wanted to increase the profile of the marketing campaign, so we decided to use the film as a way of advertising on ATM cash machines. We are the first publisher to do this, and we believe ATM:ad is an incredibly exciting, new way of grabbing the attention of consumers whilst also capturing the imagination of retailers and the in-house sales force. "
Planning and booking for the campaign was carried out by Total Media.