ATM Ads To Promote BBC Comic Relief Show

Cashpoint advertising specialists, ATM:ad, have unveiled the first charity advertisement to run across its network of Nationwide Building Society ATMs, designed to promote Red Nose Day 2005.

The campaign, which went live this week, features at 581 sites in Nationwide branches and ASDA supermarkets and is designed to create awareness, not only of Red Nose Day itself, but more specifically Red Nose Night – the special fundraising event which takes place on the BBC on Friday 11 March from 7pm.

ATM:ad expects that the promotion will generate over half a million guaranteed one-to-one impacts in less than a week running up to Friday’s event.

Creative material for the campaign is designed to complement messaging in other media, including posters and online, and focuses on this year’s theme of “Big Hair and Beyond,” encouraging people to change the way their look for a day to “transform someone else’s life forever”.

The cashpoint campaign features a host of well-known celebrities including Stephen Fry and Jonathan Ross along with Matt Lucas and David Walliams, co-stars of the Little Britain television series.

Commenting on the promotion, Jack Vincent, media sales manager at ATM:ad, said: “A fundraising campaign on ATM:ad is an ideal fit for a charity like Comic Relief because when people are at the ATM they are in a financial frame of mind and there’s a natural connection to the idea of donating money. In this case, the campaign also shows how powerful the format is in terms of increasing awareness of a specific event, such as Red Nose Night, and driving an audience to the channel.”

The Comic Relief campaign uses four separate ATM:ad executions. Firstly, a 10 second ‘Attract’ trailer continuously loops and features film animation prior to a customer inserting their card, next a minimum five-second ‘In-transaction’ sequence plays whilst the customer waits for their cash or other service, a reinforcing ‘Thank You’ message at the end of the transaction is also shown, while the ‘Receipt’ execution prints a graphical “takeaway reminder” featuring the time of the BBC programme, and the Comic Relief web address, www.rednoseday.com.

ATM:ad technology allows advertisers to deliver a potential 2.8 million one-to-one advertising messages during each campaign, its creators say, with previous campaigns run by a wide range of companies in sectors including travel, FMCG, internet and entertainment (see Cashpoint Campaigns Pinpoint Captive Audiences).

ATM:ad: 01382 540901 www.atm-ad.com

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