Government Uses ATMs To Push Anti Theft Campaign

Cash point advertising is to give the Government an innovative vehicle for their anti-crime campaign later this month, with the Home Office unveiling a two week run of ads delivered via the technology across London.

Run by specialist ad contractor ATM:ad, the campaign is intended to prevent ‘acquisitive’ theft crimes. The campaign, which was planned and bought by Posterscope, will encourage cash machine users to keep their valuables hidden from potential thieves.

Almost 300 cash machines will carry the campaign throughout the city, including those in London Underground sites, shopping malls, high street sites and petrol stations.

The campaign will launch on 17 April and is expected to deliver 5.6 million impacts and 1.4 million guaranteed one-to-ones, using a creative building on the established “Keep it Safe, Keep it Hidden” message.

Chris Kirby, Home Office senior marketing manager, explained the attractiveness of cash machine advertising for the campaign.

“Using ATM:ad to run this campaign enables us to get advice to customers in the heart of the capital, in places where they are vulnerable to acquisitive theft,” he said.

“The message is simple, and we feel it comes over very clearly in these ads, when customers’ minds need to be on keeping their cash and possessions safe.”

Since ATM:ad’s launch in mid-2004 the network of cash points has carried campaigns for the travel, FMCG, internet, entertainment and government industries, with clients including Essex and Thames Valley Police, Nestle, UIP, British Airways, Fox Home Entertainment, Comic Relief, Carling, and British Eurosport.

Last month saw the company open an office in the City following a second round of funding, which raised £1 million, enabling it to concentrate on serving blue chip clients (see Cash Point Ad Firm Expands To Build City Clients).

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