Directgov, the government's flagship digital service, is using 900 ATMs across England to direct the public to tax credit and savings advice as part of a multi media campaign in February.
The campaign has been made possible through i-design's ATM advertising offering ATM:ad and will enable Directgov to show dynamic, onscreen advertising including tax credit advice and money saving tips during customer transactions and provide a printed reminder on the front of every customer receipt. The campaign was bought by Out of Home Specialist Posterscope and will last for four weeks. It is set to deliver over 5 million one-to-one transactions and 1.25 million take-away receipts.
"This campaign will deliver advice to a huge audience. We wanted to explore a dynamic and relevant way of promoting our campaign, and we chose ATM digital advertising after a recommendation by the Central Office of Information," commented Maxine Mackenzie, Head of Marketing at Directgov. "Government departments are becoming more aware of the power of reaching the public through ATMs. And by promoting Government awareness campaigns, banks can also ensure their customers are exposed to important messages," said Jack Vincent, business development director at ATM:ad.
Vincent continued: "The ATM is a prolific medium for advertising and can generate almost immediate and measurable, results for a campaign."