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HMRC uses ATM ads to promote undeclared income crackdown

17 January 2013  |  2954 views  |  1 Source: i-design

AtmAd, i-design's dedicated third party ATM media sales offering is pleased to announce a major, national campaign by the UK government's revenue and customs department, HMRC, to raise awareness of its push to crackdown on undeclared income.

The campaign was planned and booked by PHD, M4C and Kinetic as part of a wider media plan. The aim of the campaign is to inform the consumer of the importance of declaring all income for tax purposes.

The campaign will run on High Streets and at Supermarkets across multiple ATM networks in the UK. Over 2,800 ATMs have been selected to run the campaign that is predicted to deliver over 11 million one-to-one engagements during a two week period. In addition to the highly engaging on-screen message, the customer's ATM receipt also features a call to action that encourages the ATM customer to visit a purpose built website.

The creative was built by M&C Saatchi and converted by i-design's in-house creative agency, Lime Jelly, and takes full advantage of the unrivalled, one-to-one intimacy atmAd offers. The ATM is a key moment to be engaging with the consumer regarding the topic of money with research showing that 75% of ATM users tend to think about finances in general when they are withdrawing cash.

Ana Stewart, CEO of i-design commented: "We are delighted to see the HMRC utilising the reach of atmAd, the UK's biggest digital out of home media, to achieve over 11 million engagements across the country. The content is highly relevant to the ATM customer and being able to deliver the creative, one-to-one, directly with a receptive audience provides HMRC with a really great opportunity to engage with the British public." 

Comments: (1)

Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune | 18 January, 2013, 19:30

By definition, undeclared income doesn't enter the banking system, so people with undeclared income won't use ATMs. Maybe I'm missing something here but how can ATM users constitute the right target group for such a campaign?  

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